Sadie, Aiden, Best Western, brands, marketing, boutique, hotels, names, segment, upscale, midscale, market
Concept image for Sadie Hotel (image: Best Western Hotels & Resorts)

Meet “edgy” new faces Sadie and Aiden

Best Western has introduced two new boutique hotel brands, but they both enter crowded and highly competitive segments.

The global hospitality company Best Western Hotels & Resorts has unveiled a new pair of boutique brands – Sadie and Aiden.

Sadie is being marketed as an upscale brand, while Aiden is aimed at the upper midscale segment, but both categories are already crowded and highly competitive with new hotel brands.

Best Western Hotels & Resorts itself already has Best Western Premier and Best Western Plus competing in the respective segments.

David Kong, Best Western president and chief executive, describes the lifestyle-driven brands as “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.”

With Sadie and Aiden, the Best Western portfolio now includes “13 distinctive brands”, the group says, continuing an evolution begun by the company’s $2 billion brand refresh.

“Edgy personalities”

The travel site Skift comments that the development is part of a trend, “a sea change in terms of how new boutique hotel brands are named”, with active adjectives such as InterContinental’s Avid and Hilton’s Tru, as well as familiar first names.

Best Western uses terms like “edgy personalities,” “modern, spirited aesthetic,” and “colourful, imaginative lobbies” to describe its two newest brands.

Sadie, Aiden, Best Western, brands, marketing, boutique, hotels, names, segment, upscale, midscale, market

It is reaching out to independent hoteliers outside the company, saying that adopting one of the new brands will help them “broaden their customer base, and achieve higher RevPAR” because of their link to Best Western’s distribution channels, reservations system and loyalty programme.

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