Hotel franchisors have recently been on a selling spree in creating boutique brands. Wyndham has its Esplendor Hotels. Marriott has its Boutique Hotels brand. Now Best Western is joining in.
Best Western announced Wednesday the introduction of two boutique hotel brands, Sadie and Aiden. Sadie targets the upscale hotel segment while Aiden competes in the upper midscale segment.
The network of 13 brands and 4,200 hotels worldwide sees a void in the upscale and upper middle hotel market. It hopes that hotel developers will reposition their own properties into the Best Western family with Sadie and Aiden. Each affiliated hotel will have access to Best Western’s rewards booking program, which it says contributes about 50 percent of gross room revenues to its hotels. It also will provide customizable marketing programs to Sadie and Aiden hotels.
“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, president & chief executive officer at Best Western Hotels & Resorts. He aims to provide strong hotel support to owners. “A dedicated on-boarding 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.”
Rendering above of a Sadie boutique hotel courtesy of Best Western