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.
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
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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