Starwood Hotels & Resorts Worldwide, Inc.(R) (NYSE:HOT) today announces the debut ofits new destination sensation brand, Aloft Hotels, in the United Kingdom with the opening of Aloft London Excel.
In the same year that Starwood launched its world-renowned W(R) Hotels brand in London, the innovative hotel giant has once again reinvented hotel design and launched a second new brand in the UK market. Aloft has been created to shake up the staid and traditional mid-market hotel sector and is redefining the category by delivering urban-influenced, modern and vibrant design and a social guest experience at an affordable price point.
Situated in the heart of London’s Docklands, next to the ExCeL International Exhibition and Convention Centre, Aloft London Excel features 252 loft-like guest rooms, a buzzing bar scene, a grab-and-go food pantry and industrial design elements throughout. Aloft London Excel is owned by ADNEC (Abu Dhabi National Exhibitions Company) which also owns ExCeL London as well as Aloft Abu Dhabi, the Middle East’s first Aloft hotel, which is located adjacent to the Abu Dhabi National Exhibition Centre.
“The launch of Aloft in the UK underscores the strength of the Starwood network and the power of the Aloft brand,” said Brian McGuinness, Senior Vice President, Speciality Select Brands for Starwood. “Aloft’s emphasis on high design combined with its tech-savvy features and social atmosphere all at an affordable price point translates globally and is attracting a growing group of loyal travellers. Aloft’s international expansion so early in the brand’s life cycle is unprecedented.”
Aloft London Excel boasts atmospheric public spaces where guests can mix and mingle, read the paper, work on laptops, play a game of pool or grab a drink with friends at the re:mix lounge and w xyzbar. The spacious guest rooms feature the brand’s signature ceilings of nearly three metres high, oversized windows and an ultra-comfortable platform bed as well as large walk-in showers with complimentary Bliss Spa products. Designed with the digital generation in mind, Aloft London Excel has free wireless internet access throughout the whole hotel, including all guest rooms. Each room is also equipped with a unique plug-and-play connectivity solution which connects most electronic devices to the 42” flat-screen TV, turning the room into a high-tech office as well as an entertainment centre.
Guests will be able to de-stress and re-energise in the re:charge fitness centre and Splash pool and grab a bite to eat at re:fuel by Aloft, a one-stop, 24-hour grab-and-go food and beverage area, offering sweet, savoury and healthy food, snacks and drinks.
For work meetings, training courses and presentations, the hotel’s five Tactic meeting rooms are equipped with the latest generation of audio-visual hardware, providing the perfect creative space for groups of up to 15 people.