Best Western Hotels & Resorts has announced two new boutique brands, the upmarket Sadie Hotel and the upper-to-mid-market Aiden Hotels.
With the two new additions, Best Western has a total of 13 brands.
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 customised design and renovation programme," 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 cafe or bar area and they will 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 programme.
