Best Western Hotels & Resorts marked an industry first, introducing a pair of boutique brands—Sadie Hotel and Aiden Hotel on September 26. Sadie Hotel will compete in the upscale segments, and Aiden Hotel will compete in the upper midscale segment. These conversion brands offer developers an opportunity to reposition existing properties to improve their performance and enhance their asset value. These brands will offer hoteliers a design program with unprecedented flexibility. Sadie Hotel and Aiden Hotel’s edgy personalities will be reflected across each hotel, starting from the moment travelers enter the colorful, imaginative lobbies. The same charming style will be interwoven throughout other common areas and in unique guestrooms, services and amenities. The appealing brands will allow hoteliers to tap into the local flair of their market, broaden their customer base, and achieve higher RevPAR.
“Sadie Hotel and Aiden Hotel are chic, sophisticated and unique hotel brands that will reflect the style and pulse of the community they are in—bringing a sense of adventure and fun to guests at each hotel,” said David Kong, president & CEO at Best Western Hotels & Resorts. “We’re thrilled to be the first in the industry to launch a pair of boutique brands—Sadie Hotel for the upscale segments and Aiden Hotel for the upper midscale segment. Both Sadie Hotel and Aiden Hotel present the opportunity for independent hoteliers or developers with branded hotels to reposition their property in a unique way, taking advantage of our cost-effective, turnkey and customized design and renovation program. A dedicated onboarding team will ensure these repositioned hotels are quickly integrated with Best Western's powerful revenue engines intended to drive a fast ramp up in business. A marketing and PR playbook for each hotel will drive social media visibility and buzz.”
Innovative Design Elements
Filling a void in the upscale hotel scene, Sadie Hotel and Aiden Hotel give developers the chance to be creative and incorporate local flair into their designs, retrofitting or rebranding an existing hotel with a modern, spirited aesthetic. The brands creatively use space and technology, while eliminating some typical hotel requirements. At the center of each Sadie Hotel and Aiden Hotel is a multi-functional public area with either a café or bar; modern signature seating; and mobile check-in for convenient guest check-in. Properties will also have branded Sadie Hotel and Aiden Hotel items on display and available for purchase so that guests can take a piece of Sadie Hotel or Aiden Hotel home with them.
For a sneak peek at Sadie Hotel and Aiden Hotel, click here.
SOURCE Best Western Hotels & Resorts