Best Western Great Britain has announced the launch of two new boutique hotel brands: Aiden and Sadie. The launch means Best Western’s portfolio now includes 13 distinctive brands, with Aiden and Sadie competing in the upper midscale and upscale segments respectively.
Already launched globally with five properties across both brands, Best Western announced exciting plans for the GB debut of the Aiden brand at the launch event in London’s Postal Museum. Shah Capital Trading, responsible for a regeneration project in Runcorn in the North West shared their plans of the first Aiden property.
As boutique brands, Aiden and Sadie offer developers and investors the opportunity to reposition and rebadge existing properties or transform other buildings to create unique hotels. Both brands provide a sophisticated design program but are fundamentally flexible, encouraging developers to maximise the personality of the neighbourhood and local culture to be incorporated into the aesthetic. The renovation involved in the conversions in particular, is designed to be cost-effective and aims to creatively make use of public spaces and technology.
No two hotels within the Aiden and Sadie brands will be alike, yet all properties that join the collections will benefit from full integration into the Best Western marketing and operations teams. Every member hotel will have access to the global partnerships, sales teams and rewards platform, as well as the state-of-art revenue management system, helping to maximise revenue and reduce operating costs.
Rob Paterson, CEO at Best Western Great Britain, said: “Aiden and Sadie could be game changing new brands for Best Western. There is huge potential in both of them for owners and developers to rebadge, reposition, transform and increase revenues and asset values. We now have brands for every segment from economy to luxury, so I’m predicting a busy year for our record-breaking hotel development team as the new Best Western goes from strength to strength. It’s a really exciting time for us.”
Paul Baksh from Map Design and Build, Project Manager behind the first Aiden by Best Western property in Great Britain commented: “We are thrilled to bring the first Aiden property to the marketplace in GB. The regeneration of the East Lane House development in Runcorn promises to be a vibrant and modern addition to the local community. The Aiden hotel concept and the support of the wider Best Western brand aligns perfectly with what we are trying to achieve.”
The launch of Aiden and Sadie comes on the back of a record year for Best Western. A total of 25 new properties joined the membership organisation in 2018 and there are ambitious growth targets in place for 2019 with 40 hotels already scheduled to be activated by the end of 2019. Best Western began 2019 with the acquisition of World Hotels and has plans to increase the number of properties in that upscale luxury portfolio.