Best Western has announced plans for the first property under its new Aiden brand in the UK.

The upper-midscale brand will debut in the Cheshire town of Runcorn, within the regenerated East Lane House development.

Best Western unveiled the boutique Aiden brand last year, alongside an upscale Sadie offering. At the time the group 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”.

Officially launching the two brands in the UK, Rob Paterson, CEO at Best Western Great Britain, said:

“Aiden and Sadie could be game changing new brands for Best Western. There is huge potential in both of them for owners and developers to rebadge, reposition, transform and increase revenues and asset values.

“We now have brands for every segment from economy to luxury, so I’m predicting a busy year for our record-breaking hotel development team as the new Best Western goes from strength to strength. It’s a really exciting time for us.”

The Best Western group recently acquired the Worldhotels brand, adding 300 upscale and luxury properties to its portfolio.