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. 

See https://aidendarlingharbour.com.au/

New boutique hotel unveiled for Pyrmont in Sydney

Sydney will get a new luxury boutique hotel when Aiden Darling Harbour opens in Pyrmont village mid-year.

The property will have 88 compact rooms, a hidden 25-metre-high mural, contactless technology and all the must-haves for what is being billed as "an easy, luxurious yet affordable stay in central Sydney".

There are eight storeys in a remodelled 1930s Art Deco building on the city's fringe but away from much of the hustle and bustle.

Guest rooms will include pillow menus, meditation and white noise channels, double-glazed windows, blackout blinds and customisable lighting with pre-set bio-adaptive scenes to create the right ambience.

There will also be a Nespresso coffee pod machine, Dyson hairdryer, Rituals bathroom amenities, combined clothing steamer and iron, wall mounted TV, Chromecasting allowing guests to stream their Netflix, Stan or other compatible media provider, and space-saving storage.

Some rooms also feature a private balcony complete with outdoor furniture, looking out to Darling Harbour and the city skyline.

A highlight of each room will be wall murals above the bedhead depicting flora from the local area, hand-painted by award-winning Australian artist Jessica Le Clerc. She is also the creator of the hotel’s secret internal wall mural rocketing up 25 metres high but hidden away, visible only from a handful of rooms, providing a private art exhibition experience to select guests.

Other locally-inspired works by Jess can be seen in the boutique hotel’s combined lobby, café and bar on the street level facing Pyrmont Bridge, where guests (and locals) can enjoy all-day dining and access 24-hour reception, self check-in and check-out via kiosks, speedy complimentary wi-fi and digital room keys.

Pyrmont is a harbourside inner city suburb of Sydney next to Darling Harbour and connected to the CBD by footbridge.

“Aiden Darling Harbour will be a neat little package of all the must-haves for a great Sydney stay, whether you’re in town for business, celebrating an anniversary, seeing a show at the many nearby entertainment venues, or simply enjoying a city getaway or staycation,” said hotel creator and owner Nicolas Chen of IHHL.

The opening of Aiden Darling Harbour will mark the debut of the Aiden boutique hotel brand in Australasia.

For more information, visit www.aidendarlingharbour.com.au.