Best Western to Launch Aiden Brand in the UK

Main Photo: BW Aiden Hotel Runcorn, imagined

Date: April 2019

Location: East Lane House development, Runcrn, Cheshire, UK

Name: BW Aiden Hotel Runcorn

No. of Keys: TBA

Seller: The site is a former office block in the East Lane House development in Runcorn.

East Lane House was previously a government office for The Department for Education and Employment, but fell into ruin after its closure around 2002.

More recently in 2015-16 the huge complex was swept up in controversy connected to a doomed flats project and the building’s former owners 2380 Reversions and collapsed development company Absolute Living Developments.

Buyer: Investor Shah Capital Trading, headed up by Sohail Shah.

At the time the group said that “Sadie Hotel and Aiden Hotel’s edgy personalities will be reflected across each hotel, starting from the moment travellers enter the colourful, imaginative lobbies”.

Officially launching the two brands in the UK, Rob Paterson, CEO at Best Western Great Britain, said: “Aiden and Sadie could be game changing new brands for Best Western. There is huge potential in both of them for owners and developers to re-badge, re-position, transform and increase revenues and asset values.

“We now have brands for every segment from economy to luxury, so I’m predicting a busy year for our record-breaking hotel development team as the new Best Western goes from strength to strength. It’s a really exciting time for us.”

There are already five hotels signed up to the brand worldwide, with hotels open and operational so far in Seoul, Korea; and Margny-lès-Compiègne, France.

Aiden is one of four new brands – alongside Sadie, Executive Residency, Gle -that Best Western recently announced would be launched into the UK.

THPT Comment: Runcorn, interesting place to launch one’s new brand…known well in the UK as an industrial town south-east of Liverpool, which is hot for hotels right now, en-route to Manchester…good luck with the launch.

First Seen: Business Traveller

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