Best Western Hotels and Resorts has launched new boutique conversion brands Sadie and Aiden.

The group said that Sadie Hotel would compete in the upscale segment, while Aiden Hotel would focus on the upper midscale market.

In a press release Best Western said that “Sadie Hotel and Aiden Hotel’s edgy personalities will be reflected across each hotel, starting from the moment travelers enter the colorful, imaginative lobbies”.

The group said that multi-functional public areas with either a café of bar would be at the centre of both brands, with “modern signature seating”, “mobile check-in”, and branded items available for purchase “so that guests can take a piece of Sadie Hotel or Aiden Hotel home with them”.

Best Western has yet to confirm launch properties for the new brands, which will both participate in the group’s Best Western Rewards programme.

Commenting on the news David Kong, President and Chief Executive Officer at Best Western Hotels and Resorts said:

“Sadie Hotel and Aiden Hotel are chic, sophisticated and unique hotel brands that will reflect the style and pulse of the community they are in – bringing a sense of adventure and fun to guests at each hotel.

“We’re thrilled to be the first in the industry to launch a pair of boutique brands – Sadie Hotel for the upscale segments and Aiden Hotel for the upper midscale segment. 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 programme.

“A dedicated onboarding team will ensure these repositioned hotels are quickly integrated with Best Western’s powerful revenue engines intended to drive a fast ramp up in business. A marketing and PR playbook for each hotel will drive social media visibility and buzz.”