Best Western launches new 'boutique lifestyle' hotel brand

Best Western's newest hotel brand Sadie will welcome its first guests on Friday 1 July in Luton.

Sadie is described by the hotel consortium as a "boutique lifestyle" brand which will appeal to owners looking at conversion opportunities.

The 87-bedroom Sadie Luton has been developed by Centro Hotels from a former 1960's office block. It was originally due to open in summer 2020 but has been delayed by the pandemic.

The design of the hotel is said to reflect the locality of the area, with lights inspired by the town's hat-making past and 120 millinery-inspired canvases in the bedrooms painted by Jignesh Patel.

Ali Mussani, the hotel's owner, said: "From the word go I was convinced with the potential of the new upscale brand from Best Western. I was hooked with the whole boutique concept, as I come from a high-end interior and design background."

Mark Stanley, head of hotel development and member services, added: "The Sadie Luton hotel is the springboard for many more new build and conversion projects in the pipeline over the next few years, as Best Western Hotels strengthens its presence in the boutique lifestyle sector.

"The appeal of non-prescriptive design, individuality with a strong localization is something we look forward to exploring more with developers and investors alike as we work towards our second opening in this segment in early 2023."

Best Western represent nearly 300 independently-owned hotels in the UK across 18 brands.