BRAND NEW BRANDS

Business Traveller - - UPFRONT -

BEST WESTERN HO­TELS & 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, with both hav­ing “edgy per­son­al­i­ties [which] will be re­flected across each ho­tel, start­ing from the mo­ment trav­ellers en­ter the colour­ful, imag­i­na­tive lob­bies”. You have been warned. best­west­ern.com

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