Starwood signs deal for fourth UK Aloft hotel

Starwood Hotels & Resorts has entered into a franchise agreement with Brighton and Hove Albion to open a new Aloft hotel in the popular southern England coastal city.

The 150-room Aloft Brighton, which is due to open in September 2017, will expand the brand’s growing footprint to four hotels in the UK, including two in London (Aloft London Tobacco Dock opens 2018), one in Liverpool and now one in Brighton.

Located adjacent to the new American Express Community Stadium, home of Brighton and Hove Albion Football Club, Aloft Brighton will form a key part of a new major development that includes a proposed specialist cancer treatment centre underneath the hotel.

The hotel will feature the brand’s signature W XYZSM bar, a buzzy public space where guests can mix and mingle, work or grab a drink with friends. Additionally, every Aloft hotel around the world offers live, free access to emerging artists and performances from some of the hottest local bands.

Hotel amenities will also include an onsite restaurant; Aloft’s signature Re:chargeSM fitness centre; 55 sq m of creative meeting space equipped with the latest audio-visual hardware; and Re:fuelSM by Aloft, a unique and convenient deli option for guests on the go, offering an array of food and drinks available 24 hours a day.

Aloft Brighton will feature SPG Keyless - Starwood’s industry-first keyless entry system that enables guests to use their smartphone or Apple watch as a room key—and fast and free Wi-Fi throughout the property.

Aloft Brighton will be managed by Interstate Europe’s UK division, part of the leading global hotel management company, Interstate Hotels & Resorts.

Michael Wale, President, Starwood Hotels & Resorts, Europe, Africa and Middle East, said, “This agreement illustrates the strong demand for stylish, yet affordable accommodation in mature and strategically important cities such as Brighton.

'We are delighted to partner with Brighton and Hove Albion in this venture, and look forward to introducing our cutting-edge Aloft brand alongside one of the country’s most exciting sports and leisure developments.”

Martin Perry, Brighton and Hove Albion Executive Director, said, “As a global brand and leading hospitality company, Starwood’s UK market expertise gives us confidence that this alliance will be a huge success.

'With its affordable price point, stylish design and accessible technology, the Aloft brand is the perfect choice for visitor accommodation at the American Express Community Stadium, appealing to multiple business segments including conference delegates, football supporters and visitors to the two Universities adjacent to the stadium.”

Starwood currently offers 12 hotels in the UK and Ireland under seven of the company’s 10 distinct lifestyle brands including: The Luxury Collection, Sheraton, Westin, W Hotels, Le Meridien, Tribute Portfolio and Aloft.