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Investments

Aiden to double size of its global portfolio

BWH Hotel Group’s Aiden begins 2023 by expending considerably as the brand launches in Scandinavia and India, but also launches hologram concierge.

Aiden is set to grow by over 200% in the years ahead with the portfolio doubling in 2023 alone. The growth includes the upcoming launch of Aiden in India and the launch of Aiden in Scandinavia, where 30 new hotels have been added to the portfolio, each of which offers hologram concierge service.

The opening of 30 hotels in Scandinavia will be carried out in partnership with CIC Hospitality, welcoming the Aiden brand to the region. The digital hologram concierge will include check-in, check-out, and guest services.

The Scandinavian portfolio of Aiden hotels will be built in strategic locations, such as near universities, larger companies and event venues. Furthermore, sustainability will be central to the Scandinavian portfolio with solar roofing and modular design driving environmental efficiencies at many of these hotels.

The first hotel, Aiden by Best Western Herning, will open in February in the Danish city of Herning. This will be Denmark's first modular built hotel and will offer 204 rooms, a gym with a sauna, conference rooms and inviting areas.

We are excited about the remarkable growth we’re seeing in our global Aiden portfolio. There are many markets around the world that are ready for a hotel product like Aiden, and we are capitalizing on demand in key markets such as Scandinavia, India, Thailand and Australia. We look forward to continuing to bring this exceptional product to life in destinations across the globe.

Ron Pohl, President of International Operations, Best Western Hotels & Resorts

The brand currently boasts 19 hotels in key travel destinations around the world, such as Australia, France, Italy, South Korea and across the U.S in cities like Scottsdale, Arizona; Austin, Texas; and Berkley, California.

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