Best Western announces first locations of two new boutique brands

After recently launching its two new boutique brands, Best Western Hotels & Resorts has announced its first Aiden Hotel and Sadie Hotel locations.

The inaugural Aiden Hotel opened last month in Seoul, South Korea, while the first three Sadie Hotel properties are coming to Tampa, Florida; Fredericksburg, Texas; and New York, New York in 2020.

Sadie Hotel and Aiden Hotel are aiming to fill a void in the upscale hotel segment by giving developers “the chance to be creative” and incorporate local flair into their designs, retrofitting or rebranding an existing hotel with a modern, spirited aesthetic.

“A key global market like Seoul”

David Kong, president and CEO at Best Western Hotels & Resorts, commented: “We’re thrilled with the early interest we’ve seen in both Aiden Hotel and Sadie Hotel brands, and are excited to have our first Aiden Hotel open in a key global market like Seoul, just weeks after launching.”

The first-ever Aiden Hotel opened in Gangnam-gu, Seoul, South Korea is a 151-unit boutique hotel that offers modern signature seating, a multi-functional public area, convenient mobile check-in, and locally-inspired designs.

The second Aiden Hotel is set to open in mid-November of this year just north of Paris, France. The 90-room boutique hotel will offer a variety of amenities including a multi-functional space, bar, restaurant, pool, and three meeting rooms for business travellers.

“They intertwine technology with art”

Kong added: “Aiden Hotel is a sophisticated boutique hotel brand that perfectly aligns with the pulse of Seoul, bringing a sense of style and adventure to our guests. As these brands grow, it will become evident how different Aiden Hotel and Sadie Hotel are than any other brands, as they intertwine technology with art, bring innovation and colourful, locally-inspired design to each location. Whether a conversion or new build, we set owners up for success with dedicated teams to help these hotels ramp up quickly and efficiently in their market.”

Aiden Hotel’s sister brand, Sadie Hotel, will be introduced soon as well, making its debut in the US. The 70-room Sadie hotel in Tampa is slated to open in the spring of 2020. The New York City location will follow shortly, while the Fredericksburg, Texas property is located in the Texas Hill Country which is home to over 45 wineries and vineyards.