Starwood Hotels & Resorts Worldwide has announced a new franchise agreement with Brighton and Hove Albion to open an 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 – locations include London, Liverpool and Brighton.
“This agreement illustrates the strong demand for stylish, yet affordable accommodation in mature and strategically important cities such as Brighton,” says 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,” he continues.
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 site also boasts easily accessible transport links, with an on-site mainline rail station and parking for 422 cars.
“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,” he concludes.
Delivering an urban-influenced design for a dynamic guest experience, Aloft Brighton will offer 150 loft-like guest rooms with plush platform beds, walk-in showers and complimentary Bliss amenities. The hotel will feature the brand’s signature W XYZ bar – a buzzy public space where guests can mix and mingle, work or grab a drink with friends whilst listening to free live music.
Designed with the needs of the tech-savvy traveller in mind, 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. Hotel amenities will include an onsite restaurant; Aloft’s signature Re:charge fitness centre; 55 square metres of creative meeting space equipped with the latest audio-visual hardware; and Re:fuel by Aloft, which is a unique and convenient deli option for guests on the go, offering an array of food and drinks available 24 hours a day.
