Best Western® Hotels & Resorts Introduces Sadie Hotel℠ and Aiden Hotel℠
Chic new boutique brands welcome upscale travelers with edgy style and local flair
Best Western® Hotels & Resorts today marked an industry first, introducing a pair of boutique brands - Sadie HotelSM and Aiden HotelSM. 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. These brands will offer hoteliers a design program with unprecedented flexibility. Sadie Hotel and Aiden Hotel's edgy personalities will be reflected across each hotel, starting from the moment travelers enter the colorful, imaginative lobbies. The same charming style will be interwoven throughout other common areas and in unique guestrooms, services and amenities. The appealing brands will allow hoteliers to tap into the local flair of their market, broaden their customer base, and achieve higher RevPAR.
Innovative 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 creatively use space and technology, while 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 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 a Powerhouse Brand
Every hotel will be provided unparalleled systems and support, and will be on-boarded in a rapid ramp-up with near-immediate access to Best Western's award-winning website, global partnerships and sales team, and state-of-the-art 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 experience the strongest brand support in the industry with attractive fees.
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 successful $2 billion brand refresh. Sadie Hotel and Aiden Hotel will benefit from Best Western's reputation for providing superior guest service and will have access to the award-winning Best Western Rewards® program, which contributes about 50% of gross room revenue to hotels.
Brand Playbooks to Streamline PR & Social Media Efforts, Creating Local Market Buzz
Each Sadie Hotel and Aiden Hotel will become one of the most talked about hotels within its community and hoteliers will benefit from Best Western's robust global influencer programming and PR efforts, as the Sadie Hotel and Aiden Hotel story is told on both paid and earned channels. Customizable marketing playbooks provided by Best Western will make achieving PR and social media wins easy, including Sadie Hotel and Aiden Hotel PR and social media campaigns that are unique, full of surprises, and will tap into the flair of the local market. Best Western has the second highest social engagement rankings in the industry and brand-endorsed Sadie Hotel and Aiden Hotel campaigns will amplify the brand's media investments and strong storytelling on a local level.
About Best Western® Hotels & Resorts
Best Western Hotels & Resorts headquartered in Phoenix, Arizona, is a privately held hotel brand within the BWH Hotel GroupSM global network. With 16 brands and approximately 4,700 hotels in over 100 countries and territories worldwide*, BWH Hotel Group suits the needs of developers and guests in every market. Brands include Best Western®, Best Western Plus®, Best Western Premier®, Executive Residency by Best Western®, Vīb®, GLō®, Aiden®, Sadie®, BW Premier Collection® and BW Signature Collection®. Through recent acquisition, WorldHotels® Luxury, WorldHotels Elite and WorldHotels Distinctive brands are also offered. Completing the portfolio is SureStay®, SureStay Plus® and SureStay Collection® franchises**. For more information visit www.bestwestern.com or www.bestwesterndevelopers.com.
* Numbers are approximate, may fluctuate, and include hotels currently in the development pipeline.
**All Best Western, WorldHotels and SureStay branded hotels are independently owned and operated.