Best Western opens first property under boutique Sadie brand

1 Jul 2022 by Mark Caswell
Sadie Luton

Best Western has finally unveiled the first hotel under its Sadie brand, some four years after the new concept was unveiled.

Sadie Luton is housed within a converted office building on Mill Street, around a five-minute walk from the town’s rail station.

The hotel features 87 rooms, as well as a restaurant and cocktail lounge – there does not appear to be a fitness centre at the property, as the website states that “Gym is located two minutes off-site”.

Sadie Luton

The Caterer reports that “The design of the hotel is said to reflect the locality of the area, with lights inspired by the town’s hat-making past and 120 millinery-inspired canvases in the bedrooms painted by Jignesh Patel”.

Best Western launched the Sadie brand in October 2018, alongside a second boutique offering going by the name of Aiden.

Best Western launches two new boutique brands

Progress of both brands has been slow – admittedly not helped by the Covid-19 pandemic – with the group currently only listing one other forthcoming Sadie property in Tampa, Florida.

Aiden has fared slightly better, with hotels listed in locations including Austin, Sydney, Clermont-Ferrand in France and Castiglione Delle Stiviere in Italy.

Earlier this year Best Western also announced plans to relaunch another of its boutique brands, Vib. The concept originally launched in 2015, but to date there are just four properties open in Bangkok, Antalya, Springfield and Tempe, with a fifth hotel soon to be unveiled in Denver.

Best Western relaunches boutique Vib brand

The Caterer quotes Mark Stanley, head of hotel development and member services at BWH Hotel Group, as stating:

“The Sadie Luton hotel is the springboard for many more new build and conversion projects in the pipeline over the next few years, as Best Western Hotels strengthens its presence in the boutique lifestyle sector.

“The appeal of non-prescriptive design, individuality with a strong localization is something we look forward to exploring more with developers and investors alike as we work towards our second opening in this segment in early 2023.”

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