HotelsFollowing the launch of 30 new hotels in Scandinavia, Aiden will continue expanding in India, Australia and Thailand.

BWH doubles Aiden portfolio and launches hologram concierge

Aiden by Best Western Herning is Denmark’s first modular hotel opening in February.
Aiden by Best Western Herning is Denmark’s first modular hotel opening in February.

BWH Hotel Group has plans to grow its upscale boutique brand, Aiden, by over 200% in the coming years, with the doubling of its properties in 2023 alone.

The expansion includes the launch of Aiden in India and Scandinavia. In Scandinavia, there will be 30 Aiden hotels opening in partnership with CIC Hospitality. These 30 new hotels will each be equipped with a hologram concierge service that seamlessly facilitates check-in, check-out, and guest services.

Aiden hotels in Scandinavia will be scattered across strategic locations – near universities, larger companies and event venues. These hotels will also feature sustainability features such as solar roofing and modular design to spur environmental efficiencies.

The first hotel, Aiden by Best Western Herning, will open in February in the Danish city of Herning. This will be Denmark's first modular built hotel, offering 204 rooms, a gym with a sauna, conference rooms and inviting areas for socialising or working.

Aiden’s portfolio currently consists of 19 hotels spread across the world, such as Australia, France, Italy, South Korea and US cities like Scottsdale, Arizona; Austin, Texas; and Berkley, California. BWH Hotel Group will in addition look to diving deeper into the demand in other key markets such as India, Australia and Thailand.

“There’s no denying that travellers today are seeking distinctive experiences that embody the character of their hotel’s destination, and that’s what Aiden is all about,” said Larry Cuculic, president and CEO. “This brand delivers on the evolving interests of today’s travellers, giving them a boutique experience from a trusted global hotel company.”

Brad LeBlanc, SVP and chief development officer says that each Aiden hotel embodies “a personality specially crafted to provide travellers with a one-of-a-kind experience.”

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