So, you think you know everything there is to know about Best Western!

BWH Hotel Group, the parent organisation of WorldHotels Collection, Best Western Hotels & Resorts and SureStay Hotel Group, is shaking things up with the introduction of its newest lifestyle brand - Aiden by Best Western - to the Australian market.

BWH Hotel Group has approximately 4,700 hotels in over 100 countries and territories worldwide and offers 17 brands across Australasia, which range from economy through luxury to meet the needs of travelers of all types. Aiden is the brand’s trendy new collection of modern, suburban boutique hotels, with each showcasing a cool, laid-back personality that reflects the eclectic spirit of its neighbourhood.

Aiden will make its debut in Australia with a location in the Pyrmont precinct of Darling Harbour, Sydney. After much anticipation, the property will be the first Aiden brand to enter the Southern Hemisphere whilst showcasing the lifestyle boutique brand category within the BWH Hotel Group portfolio.

BWH Hotel Group announced the arrival of the Aiden brand in 2018 representing a new lifestyle offering for the mid and upscale segments. Since then, Aiden has grown rapidly throughout the world and received international acclaim for its 14 properties located in the US, Germany, Austria, South Korea, France and Italy. Sydney, Australia will be the latest new addition to the family, continuing its impressive growth trajectory with other sister properties scheduled to open in other parts of the world.

“Aiden exudes creative positivity and is exactly what Sydney needs right now. At a time when travellers are demanding even more from their stays, Aiden allows guests to find joy in an affordable luxury hotel immersed in the centre of the community whilst portraying the surrounding neighbourhood’s unique personality. We know Aiden will be welcomed by the local community and Australian and international travellers alike,” said Managing Director of BWH Hotel Group for Australasia Graham Perry.

Global President and CEO of BWH Hotel Group David Kong says, “As the world begins to rediscover travel, BWH Hotel Group is delighted to introduce the Aiden brand to Australia and deliver the authentic and memorable experiences today’s travelers are looking for. While Aiden Darling Harbour will mark our first lifestyle boutique offering in the market, it certainly won’t be the last as we continue to grow and expand our portfolio of hotels throughout Australasia.”

The Aiden brand reinvigorates the city hotel experience offering affordable luxury, combined with a soulful and sophisticated boutique charm. It is designed to break the mould of the stereotypical CBD luxury hotel and the fashionable precinct of Pyrmont in the heart of Sydney is the perfect location to launch and show case Aiden in Australia.

Aiden, Darling Harbour speaks to the future of hotels, with state-of-the-art design and technologies to ensure a safe and secure stay, including MERV-13 (or F7) air-conditioning filtration in each room and continuous 24/7 hydroxyl supply and dispersion throughout the building’s ventilation system. The hotel will have antimicrobial films over all lift buttons and door handles, hand wipes and sanitisers throughout the hotel and contactless technology for check-in and check-out.

More information around Aiden Darling Harbour available here.

Images of Aiden Hotels globally and Aiden Darling Harbour available here.

-ENDS-

Media enquiries and image requests please contact:

Francesca Baldi | Francesca.Baldi@bwhhotelgroup.com

0432 571 695

Jasmine Cook | jasmine@sevenstoreys.com.au

0417 466 848

About BWH Hotel GroupSM:

BWH Hotel Group is a leading, global hospitality network comprised of three hotel companies, including WorldHotels™ Collection, Best Western® Hotels & Resorts and SureStay Hotel Group®. The global network boasts approximately 4,700 hotels in over 100 countries and territories worldwide*. With 17 brands across every chain scale segment, from economy to luxury, BWH Hotel Group suits the needs of developers and guests in every market. For more information visit www.bestwestern.com, www.bestwesterndevelopers.com, www.worldhotels.com and www.surestay.com. 

* Numbers are approximate, may fluctuate, and include hotels currently in the development pipeline.

About Aiden by Best Western

Aiden by Best Western is one of three lifestyle boutique brands sitting under the BWH Hotel Group umbrella parent organisation. Aiden is a trendy new collection of modern, suburban boutique hotels with a cool, laid-back personality. No two hotels are alike. Down-to-earth with a quick wit and ready smile, Aiden embodies the eclectic spirit of the neighborhood – a welcoming host of local flair and new adventures.

Opening the first Aiden by Best Western in November 2018 in South Korea, the brand now has 14 properties worldwide including locations in Berkley, Ca, Scottsdale, AZ, Saint George, UT, Austin, TX, Warm Springs, GA, Cape Point, MA, Biberach, Germany, Steyr, Austria (Opening July 2021), Cheongdam, South Korea, Lorient, France, Margny-Les-Compiegne, France, JHD Dunant Hotel, Italy, Clermont-Ferrand, France, Sydney, Australia.

Aiden by Best Western sits amongst BWH Hotel Group’s family of lifestyle brands which include Sadie and Glo. The lifestyle family also includes WorldHotels Crafted, a soft brand under the BWH umbrella that allows hoteliers and developers to protect the unique identity of their own brand while leveraging the knowhow, distribution capability and loyalty platform of BWH hotel Group.