HB ON THE SCENE: Best Western Introduces Two Boutique Brands

PHOENIX—Best Western Hotels & Resorts has introduced a pair of boutique brands—Sadie Hotel and Aiden Hotel.  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, according to the company. The brands will allow hoteliers to tap into the local flair of their market, broaden their customer base and achieve higher RevPAR.

Aiden Hotel rendering
Aiden Hotel rendering

“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.”

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 will creatively use space and technology, while eliminating some typical hotel requirements. At the center of each Sadie Hotel and Aiden Hotel will be a multifunctional 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.

Integration With the Brand
Every hotel will be provided systems and support, and will be onboarded in a rapid ramp up with near immediate access to Best Western’s  website, global partnerships and sales team and revenue management system. Hotels will also have access to a revenue manager to maximize revenue and reduce operating costs. And similar to other Best Western branded hotels, Sadie Hotel and Aiden Hotel owners will receive brand support.

With the launch of Sadie Hotel and Aiden Hotel, today’s Best Western portfolio includes 13 distinctive brands, continuing the evolution begun by the company’s $2-billion brand refresh.

Brand Playbooks to Streamline PR & Social Media Efforts, Creating Local Market Buzz
Hoteliers will benefit from Best Western’s global influencer programming and PR efforts, as the Sadie Hotel and Aiden Hotel story will be told on both paid and earned channels, according to the company.  Customizable marketing playbooks provided by Best Western will include Sadie Hotel and Aiden Hotel PR and social media campaigns that will tap into the flair of the local market.

 Look for an exclusive cover story in the October 21 issue of Hotel Business.