Best Western – renamed BWH Group since its acquisition of Worldhotels earlier this month – is introducing two new boutique brands to the UK this spring.
The brands – Sadie and Aiden – have already been launched in the US and are described as ‘chic, sophisticated and unique’ and reflecting the style of their local community.
Sadie will compete in the upscale market and Aiden Hotel will be upper midscale.
They are both conversion brands, aimed at hotel owners and developers who want more flexibility with regards to hotel specifications.
"There’s a lot of space coming available on the high street, for example the old House of Fraser stores, which lends itself to hotel conversions but perhaps doesn’t meet the strict requirements of other hotel brands," said Best Western Great Britain chief executive Rob Paterson.
"Obviously developers will need to meet all the building regulations but with our new boutique brands we can be less prescriptive in terms of design and allow the individual flair and local quirkiness. There’s definitely a gap in the market."
Paterson said two partners have already been secured for the Aiden brand and would be announced in April.
One is a hotel owner with two existing hotels, which would be converted, and the other is the developer of a regeneration project in the North West.
He said other existing Best Western hotels could also fit into the new boutique brands.
Meanwhile, the group is looking to expand its core Best Western brand in the UK.
It has already signed 31 new Best Western hotels this year, more than the 28 hotels signed in the whole of 2018.
Through its acquisition of Worldhotels, it has also added seven luxury hotels to its UK portfolio.
"We didn’t have a brand for that segment so this really sets our path for luxury and upscale, which has great opportunity for growth," said Paterson.
"On the corporate side, it also means that we can now go to the likes of American Express and BCD and tell them we can accommodate their clients right through from their CEOs to their engineers."
