Best Western has introduced its new Aiden “modern suburban boutique brand” to the US, with the rebranding of the existing Best Western Plus Austin City Hotel .
The group unveiled the upper midscale Aiden brand last year alongside another boutique offering going by the name of Sadie. At the time Best Western said that “Sadie Hotel and Aiden Hotel’s edgy personalities will be reflected across each hotel, starting from the moment travellers enter the coloorful, imaginative lobbies”.
There are currently two Aiden properties open in Seoul and Margny-Les-Compiegne in northern France, and earlier this year Best Western announced plans for the brand’s debut in the UK.
Aiden by Best Western Austin City Hotel is located in the Travis Heights neighbourhood, close to the city’s SoCo district.
Features include a “courtyard garden pool, hot tub and wading pool”, a grill restaurant, fitness and business centres, 650 sqm of meeting space, and free wifi and hot breakfast for guests.
Commenting on the rebranding Brad LeBlanc, Senior Vice President and Chief Development Officer for Best Western Hotels and Resorts, said:
“We are excited to expand the footprint of Aiden to North America, and especially to the city of Austin, whose quirky vibe is perfectly reflected in the brand’s exciting style.
“Aiden is breaking the mold in the upper midscale boutique segment by catering to today’s travellers looking for an inviting space that embodies the personality and spirit of its location.”