A former government office in Runcorn is set to be developed into the first hotel under Best Western’s Aiden brand in the UK.
The marketing consortium launched the upper midscale brand, one of 13, to the UK market last week, with the announcement that East Lane House in Cheshire would be its first in the country.
Owned by Shah Capital, the investment firm is yet to receive planning permission for the site.
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.
Rob Paterson, chief executive 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 rebadge, reposition, 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.”
Paul Baksh from Map Design and Build, project manager behind the first Aiden, added: “We are thrilled to bring the first Aiden property to the marketplace in GB. The regeneration of the East Lane House development in Runcorn promises to be a vibrant and modern addition to the local community.”
Twenty-five properties joined Best Western in 2018, with “ambitious” growth targets for 2019 and 40 hotels already scheduled to join Best Western GB by the end of the year.
Best Western began 2019 with the acquisition of World Hotels and has plans to increase its number of upscale/luxury properties. The group has more than 260 member hotels in Great Britain.