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Best Western targets boutique sector with launch of two new brands

Runcorn Aiden Development April 2019

Best Western Great Britain has announced the launch of two new boutique hotel brands: Aiden and Sadie to take its portfolio of brands to 13.

Aiden and Sadie will compete in the upper midscale and upscale segments and has already launched with five properties around the world.

The first Aiden in Britain will be developed as part of the regeneration of the East Lane House in Runcorn, Cheshire in the north west, spearheaded by Shah Capital Trading.

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As boutique brands, Aiden and Sadie will offer developers and investors the opportunity to reposition and rebadge existing properties or transform other buildings to create new hotels.

Rob Paterson, CEO at Best Western Great Britain, described the launch of ‘game changing’ and said there is ‘huge potential’ for both owners and developers to utilise Aidie and Sadie.

He said: “There is huge potential in both of them for owners and developers to rebadge, reposition, transform and increase revenues and asset values. We now have brands for every segment from economy to luxury, so I’m predicting a busy year for our record-breaking hotel development team as the new Best Western goes from strength to strength.”

Paul Baksh from Map Design and Build, project manager behind the first Aiden by Best Western property in Britain commented: “The regeneration of the East Lane House development in Runcorn promises to be a vibrant and modern addition to the local community. The Aiden hotel concept and the support of the wider Best Western brand aligns perfectly with what we are trying to achieve.”

A total of 25 new properties joined the Best Western in 2018 and there are ambitious growth targets in place for 2019 with 40 hotels already scheduled to be activated by the end of 2019.

Best Western began 2019 with the acquisition of World Hotels and has plans to increase the number of properties in that upscale luxury portfolio.

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Zoe Monk

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