Best Western announced the launch of two new boutique hotel brands, Sadie Hotels for the upscale segment and Aiden Hotels for the upper mid-scale segment. Both brands are positioned as stylish, independent hotel options with a local flavor, targeting conversions of existing hotels. The details at this point are very slim, but Best Western released a snazzy marketing video to give you a taste of what’s to come – check it out below!
Best Western already has 13 brands in their portfolio, after launching the stylish Glo and Vib brands as well as the SureStay white-label brands. Glo and Vib are very slow of the ground, taking almost three years to open the first Vib property – when competitors Hilton (Tru) and IHG (avid) got their competing brands off the ground much more quickly.
While Best Western sees a void in the upscale segment, these new brands enter an already crowded market overflowing with brands, leaving most travelers utterly confused. And with the poor track record of launching Vib and Glo, it remains to be seen how much traction Aiden and Sadie will get.
It seems like Best Western is more thinking about the operators and developers with this launch, trying to attract more operators with existing hotels into their chain. I’m not a big fan of conversion brands, as they often are very inconsistent, so I’m not holding my breath for these two!
You can read the Best Western press release for more detail and check out their launch video below:
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