Best Western has announced plans for the first European property under its boutique Sadie hotel brand.
The 105-room hotel will be housed within a converted office building in Luton town centre, which will receive a £6 million makeover.
Few details are available at this stage, but Best Western says the hotel will open this summer, and will be “a modern, upscale hotel, with bespoke design features throughout and a nod to the proud history of the town in public areas”.
Best Western unveiled two boutique brands in 2018 – Aiden and Sadie – and last year announced that the first Aiden property in the UK will be located in the Cheshire town of Runcorn.
Commenting on the news Ali Mussani, director of Centro Hotels (owner of the Sadie property in Luton) 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.”