BWH Hotel Group, which incorporates Best Western Hotels & Resorts, is launching its new Aiden brand in Australia. The debut Pyrmont hotel will open in September in Sydney’s Darling Harbour precinct.
The brand is aimed at mid to upscale travellers and has already launched 14 properties in the United States, Germany, Austria, South Korea, France and Italy.
“Aiden exudes creative positivity and is exactly what Sydney needs right now,” said BWH Hotel Group’s managing director for Australasia, Graham Perry. “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.”
Special opening rates start at $249 per night for a standard room.