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Friday 9 July 2021

Sigh. Another new hotel brand gets a hyped launch in Australia

To be brutally honest, I cannot think of anything the world needs less right now than a new hotel brand. 

I get confused by all the various versions of Ibis hotels, and Marriotts, and I work in the travel industry. 

BWH Hotel Group, the parent organisation of WorldHotels Collection, Best Western Hotels & Resorts and SureStay Hotel Group, has decided, however, to introduce its newest lifestyle brand - Aiden by Best Western - to the Australian market.

It describes the move as  "shaking things up". To me, Aiden sounds like the name of a boring old scientist.

The brand was launched in November 2018 in South Korea and now has 14 properties worldwide including locations in the US, Biberach, Germany; Steyr, Austria; Cheongdam, South Korea; Lorient, France; Margny-Les-Compiegne, France; Clermont-Ferrand, France and now Sydney.

BWH Hotel Group has approximately 4,700 hotels in over 100 countries and territories worldwide and offers 17 brands across Australasia - so of course we desperately need an 18th! 

Aiden is described as a 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. It opens its doors in September. This opening has been pushed back from mid-year.

“Aiden exudes creative positivity and is exactly what Sydney needs right now," says Graham Perry, managing director of BWH Hotel Group for Australasia. He sounds like he's ingested too much caffeine. 

"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."

The press releases gushes: "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."

So much hype. I feel like I need a nice lie-down. 


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