LONDON, England – Starwood Hotels & Resorts Worldwide, Inc today announced it 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.
“This agreement illustrates the strong demand for stylish, yet affordable accommodation in mature and strategically important cities such as Brighton,” said Michael Wale, President, Starwood Hotels & Resorts, Europe, Africa and Middle East. “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.”
“As a global brand and leading hospitality company, Starwood’s UK market expertise gives us confidence that this alliance will be a huge success,” said Martin Perry, Brighton and Hove Albion Executive Director. “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.”
Aloft Brighton will be managed by Interstate Europe’s UK division, part of the leading global hotel management company, Interstate Hotels & Resorts, which also operates the 136-room Four Points by Sheraton in Kecskemet, Hungary.
The signing of Aloft Brighton reaffirms the momentum behind the brand’s fast-moving global expansion, with plans to introduce new properties in Europe from St. Petersburg to Kiev. Starwood also announced plans to open a second Aloft in London at the historic Tobacco Dock area 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 & Development, Starwood Hotels & Resorts, Europe, Africa & Middle East. “The brand’s keen positioning towards the next generation of travelers 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 distinct lifestyle brands including: The Luxury Collection, Sheraton, Westin, W Hotels, Le Méridien, Tribute Portfolio and Aloft.