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Best Western Debuts Two New Boutique Hotel Brands

Deanna Ting

Photo Credit: A rendering of the new upscale boutique brand from Best Western: Sadie Hotel. Best Western Hotels & Resorts

Skift Take

There's been a sea change in terms of how new boutique hotel brands are named: Instead of recycling other brand names (ahem, Clarion Pointe) and looking to active adjectives (hello, Avid and Tru), we've now entered the era of brands on a first-name basis.

Best Western Hotels & Resorts Wednesday announced the launch of two new boutique hotel brands — Sadie Hotel and Aiden Hotel — both being marketed to hotel owners and developers who have existing properties that they want to convert to these new lifestyle-driven brands. Sadie is being marketed as an upscale brand, while Aiden will be marketed for the upper midscale hotel category. Both categories, especially the midscale space, are highly competitive with new hotel brands. Just last week, for instance, Choice Hotels debuted its newest midscale brand, Clarion Pointe. Like Sadie

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