Cuculic , president and CEO of BWH Hotel Group , adding that developers recognize the importance and ROI in the boutique segment .
BWH is squarely focused on development of its now 19 brands , with a large focus on Aiden in what Cuculic calls an “ experiential brand .” It is an all-conversion play from BWH and a chance for hotel owners to reposition and “ upbrand ,” Cuculic said . “ They will see an ADR bounce ,” he said .
The brand will see 30 hotels opening in Scandinavia in partnership with CIC Hospitality and technology will be at the forefront . Each property will offer a digital hologram concierge for checkin , checkout and guest services . Some
An executive guest room at the Aiden by Best Western @ T ' aim Hotel .
Mar / Apr 2023 hotelsmag . com 59