In common with many consumer brands, including over the last week Tesco’s ‘Jack’ shops and Goldman Sachs’ new ‘Marcus’ account, Best Western Hotels & Resorts has announced the launch of two new boutique hotel brands with human names, Sadie Hotel and Aiden Hotel.

These are being marketed to developers and hotel owners looking to convert existing properties to upper and upper-midscale lifestyle-driven brands. Words including “edgy personalities,” “modern, spirited aesthetic,” and “colorful, imaginative” are being used to describe the two, which now bring to 13 the number of different Best Western brands.

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