Best Western Expands Portfolio With Two New Brands

Best Western Hotels & Resorts has introduced two new 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 brands offer developers an opportunity to reposition existing properties to improve their performance and enhance their asset value. They will also offer hoteliers a flexible design program and enable them to tap into their local markets, broaden their customer base, and achieve higher RevPAR.
 
“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,” says David Kong, President and CEO at Best Western Hotels & Resorts. “We’re thrilled to launch a pair of boutique brands. 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.”
 
According to the company, Sadie Hotel and Aiden Hotel will give developers the chance to be creative and incorporate local flair into their designs, retrofitting or rebranding an existing hotel with a modern aesthetic. The brands will creatively use space and technology, while also eliminating some typical hotel requirements. At the center of each Sadie Hotel and Aiden Hotel is a multi-functional public area with either a café or bar, modern signature seating, and mobile check-in.
 
In addition, the company says that every hotel will provide excellent systems and support and will be operated with an efficient revenue management system. Each will also have access to a revenue manager in order to reduce operating costs. Hotel owners will experience strong brand support as well, the company says. The launch of Sadie Hotel and Aiden Hotel expands Best Western’s portfolio to 13 different brands.
 
Best Western plans to advertise the two new brands through both paid and earned channels with customizable marketing playbooks. Because the company has the second highest social engagement rankings in the industry, it feels that its social media efforts will be very successful. Executives look forward to the opportunity of share the new brand narratives across a variety of platforms.
 
 

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