Aiden by Best Western Opens in Austin, Texas Marking U.S. Brand Debut

USA, Phoenix, Arizona. July 04, 2019

Best Western® Hotels & Resorts today announced the arrival of Aiden® by Best Western in Austin, Texas. The first U.S. location for the company's modern, suburban boutique brand, Aiden by Best Western @ Austin City Hotel will reflect Austin's distinctive vibe while bringing comfort and convenience to guests.

"We are excited to expand the footprint of Aiden to North America, and especially to the city of Austin, whose quirky vibe is perfectly reflected in the brand's exciting style," said Brad LeBlanc, Senior Vice President and Chief Development Officer for Best Western Hotels & Resorts. "Aiden is breaking the mold in the upper midscale boutique segment by catering to today's travelers looking for an inviting space that embodies the personality and spirit of its location."

With a "boutique-coolness" atmosphere, Aiden provides a lively, engaged and welcoming environment to travelers looking for a hotel that blends hip, casual charm with an eclectic neighborhood feel. No two Aiden hotels are alike with each designed to reflect the unique personality of the community they serve. Built with a variety of needs in mind, thoughtfully designed spaces feature modern amenities and technology to connect today's travelers. Each property distinguishes itself with unique aesthetics, and a chic and modern design while also offering the comfort and friendly service today's traveler desires.

Aiden hotels feature innovative design with abstract and modern guestrooms, complete with vibrant color pallets and lush fabrics and multi-functional public areas with bright and modern signature seating. The hotels will offer convenience for today's connected traveler with mobile check-in, a state-of-the-art fitness center, meeting facilities with projectors and a trendy 24-hour business center. Guests can also enjoy the convenience of an on-site bar and restaurant that serves locally inspired dishes and beverages. A hipster hangout for locals and travelers alike, Aiden by Best Western @ Austin City Hotel perfectly captures the unique Austin vibe.

"Austin is the perfect fit for the first Aiden in the U.S. With the fun and youthful vibe, the city is known for, it's a perfect complement to the cool and laidback personality of the Aiden brand," said Debbie Simmons, general manager of Aiden by Best Western @ Austin City Hotel. "This property will be a fantastic lodging option for the emerging Travis Heights area and a tremendous asset to the community."

Aiden by Best Western @ Austin City Hotel is located in Travis Heights just a short distance from the trendy South Congress or "SoCo" District, where guests will be able to find an abundance of shopping, restaurants, nightlife, art galleries, museums and more. Located just two miles away is the downtown convention center, 6th street and Rainey Street, making the hotel a central spot for guests who want to explore all that Austin has to offer.

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Revenue Management: Focus On Profit

Revenue Management is still a relatively new profession within hotel operations and as such, it continues to evolve. One significant trend in this area is a shift away from using revenue as the foundation to generate key performance indicators (KPIs) and to instead place the emphasis on profit. Traditionally, revenue managers have relied on total revenue per available room (TrevPAR) and revenue per available room (RevPAR) as the basis of their KPIs. Now, some revenue managers are using gross operating profit per available room (GOPPAR) as their primary KPI. This puts profit at the center of revenue management strategy, and managers are increasingly searching for new ways to increase the profitability of their hotels. Return on Investment is the objective of any hotel investment, so it is only logical that profitability and ROI will be emphasized going forward. Another trend is an expanded focus on direct hotel bookings. Revenue managers know that one way to increase profitability is to steer guests away from online travel agencies (OTAs) and book directly with the hotel. This tactic also reinforces brand identity and loyalty, and encourages repeat business. In addition, it provides a valuable platform to market the hotel directly to the customer, and to upsell room upgrades or other services to them. Another trend for revenue managers involves automation in their software programs. Revenue management systems with automation are far more desirable than those without it. Automating data entry and logistics increases efficiency, allowing managers to spend more time on formulating strategy. As a bonus, an automated system helps with aggregating and interpreting data. The October issue of the Hotel Business Review will address these developments and document how some leading hotels are executing their revenue management strategies.