Starwood Signs Aloft Hotel in Brighton, England

Starwood 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.”

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 center underneath the hotel.

The site also enjoys superb transport links, with an on-site mainline rail station and parking for 422 cars (including 27 disabled spaces). It is also located within close proximity to Brighton city-center and its popular attractions.

“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 offer 150 guest rooms with plush platform beds, large walk-in showers and complimentary Bliss amenities.

Aloft Brighton will also feature SPG Keyless, a system that enables guests to use their smartphone or Apple watch as a room key, and fast and free Wi-Fi throughout the property.

Hotel amenities will include an onsite restaurant; a fitness center; 55 square meters of meeting space equipped with the latest audio-visual hardware; a bar and a convenient deli option for guests on the go, offering an array of food and drinks available 24 hours a day.

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

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