A former 1960’s office block in Luton is to open as the first Sadie Hotel in Europe, operated by Best Western GB.
Opening this summer after a £6m project, the Sadie Hotel has been designed by Centro Hotels, which is working in partnership with Best Western to create the new concept.
Best Western GB said the new brand offers developers and investors the opportunity to reposition and rebadge existing properties or to transform other buildings to create new hotels, similar to Aiden by Best Western.
Once Sadie is open later this year, the concept will take the BW GB portfolio to over 280 hotels.
Mark Stanley, head of hotel development at Best Western GB, said: “The hotel stands out from the crowd and we’re delighted to have worked so closely with Ali on this project from start to finish. We can’t wait to see the hotel completed and welcome guests from around the world.
“The Sadie brand is a fantastic addition to the Best Western portfolio, capturing a modern look with the sought-after boutique feel which we are sure will be a hit with guests wanting a proudly and uniquely independent place to stay.”