BWH Hotel Group’s Aiden to double portfolio in 2023

BWH Hotel Group has ambitious plans for Aiden, its boutique brand, which is expected to grow by more than 200% in the coming years. Aiden’s portfolio is expected to more than double this year. 

Aiden’s current portfolio includes 19 hotels in key global destinations such as Australia, France, Italy, and South Korea, along with cities in the U.S. such as Austin, Scottsdale, Arizona, and Berkley, California.

Aiden’s expansion plans include the brand’s upcoming debut in India and Scandinavia, where 30 new properties have been added, each with a hologram concierge service. 

This brand delivers on the evolving interests of today’s travelers, giving them a boutique experience from a trusted global hotel company. Developers are recognizing the traveler interest in Aiden as well – the brand is quickly becoming the boutique hotel of choice for the next generation of developers,” said Larry Cuculic, president and chief executive officer.  

The brand will see 30 hotels opening in Scandinavia in partnership with CIC Hospitality. Each property will offer a digital hologram concierge for check-in, check-out and guest services. The technology combines innovation with guest service.   

The Scandinavian properties will be built in strategic locations, with the first hotel —Aiden by Best Western Herning — set to open in February in Herning, Denmark. The hotel, Denmark’s first modular-built property will have 204 rooms, a gym with a sauna, and conference facilities. 

“We are excited about the remarkable growth we’re seeing in our global Aiden portfolio,” said Ron Pohl, president of International Operations. “There are many markets around the world that are ready for a hotel product like Aiden, and we are capitalizing on demand in key markets such as Scandinavia, India, Thailand and Australia. We look forward to continuing to bring this exceptional product to life in destinations across the globe.” 

BWH Hotel Group’s portfolio currently includes 4,500 hotels under 19 brands in more than 100 countries, thanks to a hospitality network of three hotel companies.