Best Western Hotels & Resorts has announced two new boutique brands.
The company unveiled the upscale Sadie Hotel and upper-midscale Aiden Hotel brands at the Lodging Conference in Phoenix which will be focused on conversions for developers.
It takes Best Western’s portfolio of brands to 13.
The company says the two brands fill a gap in the upscale segment, allowing developers to be creative with ‘unprecedented flexibility’ to add local flair into their designs.
"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," said David Kong, Best Western president and CEO.
"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."
The hotels will typically feature a multi-functional public space with a café or bar area, modern signature seating, and offer streamlined mobile check-in.
The company will support rebranding efforts with PR and social-media strategy and provide access to the Best Western Rewards loyalty program.
