This week, rich in hotel brand creation, was also marked by Best Western

Best Western Hotels & Resorts announced the launch of two new brands: Aiden Hotel and Sadie Hotel. These two brands are mainly aimed at hotel owners who want to give their properties a boost. The new Clarion Pointe brand announced this week by Choice Hotels, has the same objective (Choice Hotels announces the launch of the midscale brand Clarion Pointe).

David Kong, CEO of Best Western, said: “Both Sadie Hotel and Aiden Hotel present the opportunity for independent hoteliers or developers with branded hotels to reposition their property in a unique way, taking advantage of our cost-effective, turnkey, and customized design and renovation program.”

Aiden is marketed in the mid-scale segment and Sadie in the high-end segment. After restructuring, the group has created new brands that are expanding worldwide, including Best Western Premier Collection, which will open its first hotel in Vietnam (135 rooms) in 2019. With the creation of these two new brands, the American group now has 13 different brands.