Starwood inks deal for fourth UK Aloft hotel in Brighton


Starwood Hotels & Resorts has announced it is to open its fourth UK Aloft hotel in Brighton, in a franchise agreement with Brighton and Hove Albion FC.

The 150-bedroom Aloft Brighton is scheduled to open in September 2017 and will be the fourth addition to the Aloft portfolio, joining hotels in London and Liverpool.

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

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The 150-bedrooms at the hotel will be on offer alongside the brand’s WXYA bar and grab-and-go food offering, Re:Fuel
Aloft Brighton will be managed by Interstate Europe’s UK division, part of the global hotel management company, Interstate Hotels & Resorts, which also operates the 136-bed Four Points by Sheraton in Kecskemet, Hungary.

The signing of Aloft Brighton is a nod to the group’s ambitious growth plans for the brand. Starwood announced plans to open its second Aloft in London in 2018 – a dual-development hotel that will also feature the company’s first Element property in the UK.

“We are thrilled by the momentum gathering behind the Aloft brand, and its unstoppable appeal to owners and developers,” said Felicity Black-Roberts, senior director acquisition and development, Starwood Hotels & Resorts, Europe, Africa & Middle East. “The brand’s keen positioning towards the next generation of travellers continues to fuel its growth potential in emerging and mature markets such as the UK and beyond.”

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