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Best Western GB to launch Europe's first Sadie hotel

Plans to open Europe’s first Sadie hotel in Luton, UK

Opening this summer, the boutique hotel concept will take the popular hotel group’s portfolio to over 280 hotels with the Sadie sure to be popular with social media savvy guests. 

The new Sadie hotel is set to create over forty jobs and become a prominent feature as you enter Luton town centre. Following a £6 million conversion, the former sixties office building is gearing up to open as a modern, upscale hotel, with bespoke design features throughout and a nod to the proud history of the town in public areas. 

With excellent shopping and transport links within a short walking distance, it is also the perfect base for guests wanting to visit Bedfordshire or London, or the perfect place to check in to before heading off on holiday from London Luton airport. 

Ali Mussani, Director of Centro Hotels said: “I have a background in interior design and architecture, so it was great fun channelling my skills into creating the first Sadie hotel for Best Western GB. Having learned about the Sadie brand at a conference last year, I approached Best Western to see how we could work together, and their team has offered me great advice and support throughout the development of this hotel. 

“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, said: “The hotel stands out from the crowd and we’re delighted to have worked so closely with Ali on this project from start to finish. We can’t wait to see the hotel completed and welcome guests from around the world. 

“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.” 

As a boutique brand, Sadie offers developers and investors the opportunity to reposition and rebadge existing properties or to transform other buildings to create new unique hotels. Similar to Aiden by Best Western, Sadie hotels provide a sophisticated design program which is fundamentally flexible, encouraging developers to maximise the personality of the neighbourhood and local culture to be incorporated into its aesthetic. The renovation involved in this property’s transformation is designed to be cost-effective and aims to make creative use of public spaces and technology.

Best Western GB

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