Starwood Hotels & Resorts announced on 10 February 2016 that 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.
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 enjoys superb transport links, with an on-site mainline rail station and parking for 422 cars (including 27 disabled spaces), and is located within close proximity to Brighton city-centre and its popular attractions.
Delivering urban-influenced design and an energetic guest experience, Aloft Brighton will offer 150 loft-like guest rooms with ultra-comfortable plush platform beds, large 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. Additionally, every Aloft hotel around the world offers live, free access to emerging artists and performances from some of the hottest local bands.
Designed with the needs of the savvy next-generation 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—and fast and free Wi-Fi throughout the property. 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, a unique and convenient deli option for guests on the go, offering an array of food and drinks available 24 hours a day.
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.