BWH to double boutique brand portfolio

Pictured: rendering of Aiden by Best Western Herning. Imagery courtesy of BWH Hotel Group.
BWH Hotel Group is expanding its upscale boutique brand, Aiden, as the line is set to grow by over 200% in the years ahead.

The portfolio is due to double in 2023 alone, with an upcoming introduction of Aiden in India and the launch of the brand in Scandinavia.

Projected growth

The line currently boasts 19 hotels in key travel destinations around the world, such as Australia, France, Italy, South Korea and across the US in cities like Scottsdale, Arizona; Austin, Texas; and Berkley, California.

The projected growth includes the opening of 30 hotels in Scandinavia in partnership with CIC Hospitality, welcoming the Aiden brand to the region.

Scandinavian launch

The strand’s Scandinavian portfolio will be built in strategic locations, such as near universities, larger companies and event venues. Sustainability will be central to the Scandinavian Aiden portfolio with solar roofing and modular design driving environmental efficiencies at many of these hotels.

The first hotel, Aiden by Best Western Herning, is opening this month in the Danish city of Herning. This will be Denmark’s first modular built hotel and will offer 204 rooms, a gym with a sauna, conference rooms and inviting areas for socialising or working.

Boutique experience

Larry Cuculic, president and CEO, BWH Hotel Group, said: “There’s no denying that travellers today are seeking distinctive experiences that embody the character of their hotel’s destination, and that’s what Aiden is all about,

“This brand delivers on the evolving interests of today’s travellers, giving them a boutique experience from a trusted global hotel company. Developers are recognising the traveller interest in Aiden as well – the brand is quickly becoming the boutique hotel of choice for the next generation of developers.”

Australian success

Graham Perry, MD, BWH Hotel Group Australasia, commented: “Each Aiden hotel is uniquely crafted to provide travellers with a one off experience reflecting the personality of the destination in which it is located.

“After the successful launch of Aiden Darling Harbour into the Sydney market in January 2022, this boutique lifestyle brand has grown from strength to strength. It is resonating strongly with hoteliers, investors and developers seeking flexibility in creative design. This has led to two additional Aiden contracts in two other Australian capital cities with multiple more in the pipeline. Aiden is a true success story for BWH Hotel Group. In 2023 the new traveller is looking for experiences not hotels and Aiden fits this mould perfectly.”

Key markets

Ron Pohl, the group’s president of international operations, added: ““We are excited about the remarkable growth we’re seeing in our global Aiden portfolio.

“There are many markets around the world that are ready for a hotel product like Aiden, and we are capitalising on demand in key markets such as Scandinavia, India, Thailand and Australia. We look forward to continuing to bring this exceptional product to life in destinations across the globe.”

In the US, the group is reflagging its 79-key Best Western Plus Sunset Suites in San Antonio, Texas, to an Aiden property, with the refurbishment expected to complete in Q2 this year.