BWH Hotel Group is expanding its upscale, boutique brand, Aiden, as it is set to grow by more than 200% in the years ahead with the portfolio doubling in 2023 alone. Highlights of the brand growth include the upcoming launch of Aiden in India and the launch of Aiden in Scandinavia, where 30 new hotels have been added to the portfolio, each offering hologram concierge service.
The brand currently has 19 hotels in key travel destinations around the world, such as Australia, France, Italy, South Korea and across the U.S. in cities like Scottsdale; Austin; and Berkley, CA.
“There’s no denying that travelers today are seeking distinctive experiences that embody the character of their hotel’s destination, and that’s what Aiden is all about,” said Larry Cuculic, president/CEO, BWH Hotel Group. “This brand delivers on the evolving interests of today’s travelers, giving them a boutique experience from a trusted global hotel company. Developers are recognizing the traveler interest in Aiden as well—the brand is quickly becoming the boutique hotel of choice for the next generation of developers.”
“Each Aiden hotel is a personality specially crafted to provide travelers with a one-of-a-kind experience,” said Brad LeBlanc, SVP, chief development officer. “Through modern amenities and bold touches, Aiden reflects the flair and vibrancy of the world around us to deliver a reimagined travel experience. The brand has been a true success story for BWH Hotel Group, and we see a long runway ahead for Aiden.”
The projected growth includes the opening of 30 hotels in Scandinavia in partnership with CIC Hospitality, welcoming the Aiden brand to the region. Each of these 30 hotels will offer digital hologram concierge for check-in, checkout and guest services.
The Scandinavian portfolio of Aiden hotels will be built in strategic locations, such as near universities, larger companies and event venues. Sustainability will be central to the Scandinavian Aiden portfolio with solar roofing and modular design driving environmental efficiencies at many of these hotels. The first hotel, Aiden by Best Western Herning, will open in February in the Danish city of Herning. This will be a modular-built hotel with 204 rooms, a gym with a sauna, conference rooms and areas for socializing or working.
Ron Pohl, president, international operations, BWH Hotel Group, said. “There are many markets around the world that are ready for a hotel product like Aiden, and we are capitalizing on demand in key markets such as Scandinavia, India, Thailand and Australia. We look forward to continuing to bring this exceptional product to life in destinations across the globe.”