June 15, 2024

Best Western’s Sadie brand arrives in Europe

Best Western will open a Sadie hotel in Luton this summer, marking the boutique hotel brand's European debut.

The opening, which will take the group’s portfolio to over 280 hotels in the UK, follows a £6million conversion of a 1960s office building in Luton town centre.

The Sadie brand is designed to appeal to younger travellers with the modern, upscale hotel featuring bespoke design and a ‘nod to the proud history of the town’ in its public areas.

Ali Mussani, Director of hospitality group Centro Hotels says: “Sadie is perfect for young travellers looking for a comfortable stay in a room with modern features and design.

“Once, we have launched this hotel in the summer, I can’t wait to see what the future holds with regards to forthcoming projects working within the Best Western brand.”

Mark Stanley, Head of Hotel Development at Best Western GB, adds: “The Sadie brand is a fantastic addition to the Best Western portfolio, capturing a modern look with the sought-after boutique feel which we are sure will be a hit with guests wanting a proudly and uniquely independent place to stay.”

The Best Western group’s brand portfolio now includes Vib, Premier, Sadie, Signature, Best Western Plus, BW Premier, Aiden and Sure Hotel.