Starwood Hotels & Resorts Worldwide has confirmed its Aloft brand will soon add yet another dynamic destination to its California portfolio with the upcoming debut of Aloft Dublin-Pleasanton. Owned by Zenique Hotels, the new Aloft is slated to open in March 2017 and will feature 120 loft-like rooms, a buzzing social scene and innovative brand-led programming.

“Designed for the evolving global traveller, Aloft is a great fit for the tech-forward Dublin-Pleasanton area,” said Brian McGuinness, Senior Vice President, Specialty Select Brands for Starwood. “As one of the fastest growing brands in the history of hospitality, Aloft offers distinctive design, accessible technologies and a buzzing social atmosphere.”

Aloft Dublin-Pleasanton will boast a prime location in the East Bay side of the San Francisco Bay area, an increasingly attractive destination for start-ups and home to numerous technology companies including Oracle, AT&T and Cisco Systems. Owned by Zenique Hotels, the new Aloft will anchor a 14-acre mixed-use development, including shops and residences, within close proximity of the corporate headquarters for Chevron, Safeway, Ross Stores, Clorox and Sybase and the new 53-acre campus of Kaiser Permanente.

Hotel facilities will include a large an outdoor Splash pool with cabanas, a 24-hour fitness center, 1,200 square feet of flexible meeting space, re:fuel at Aloft – a one-stop gourmet grab & go food and beverage area, and the brand’s signature W XYZ bar where guests can enjoy a refreshing cocktail and catch the latest up-and-coming music acts as part of the brand’s signature Live At Aloft Hotels music series.

“Aloft will operate nine hotels in California by 2017, with much of the brand’s growth fueled by rising demand in and around Silicon Valley,” said Allison Reid, Senior Vice President of North America Development, Starwood Hotels & Resorts Worldwide, Inc. “Owners and developers are eager to bring Aloft to new markets due to its success with the next generation of travelers.”

The Aloft brand’s innovative and exclusive initiatives set it apart from the competition. Aloft Hotels recently announced the launch of SPG Keyless—an evolution of Aloft’s Smart Check-in— the hospitality industry’s first mobile, keyless entry system allowing guests to use their smart phone as a key. The technology is rolling out to all Aloft, Element and W Hotels Worldwide by year’s end. This forward-thinking initiative is part of the brand’s innovative DNA. Additionally, every Aloft Hotel around the world offers live, free access to local emerging artists and some of the hottest bands with Live at Aloft Hotels programming at the W XYZ® bars.

On track to open its milestone 100th hotel later this year, Aloft operates in 15 countries and boasts Starwood’s second largest hotel pipeline. Fueled by accelerating demand in dynamic markets worldwide, Aloft continues to enter new markets with hotels coming in Munich and Stuttgart, Germany, Dubai, Nepal, and Indonesia. Let’s get social. Follow @AloftHotels on Twitter, check us out on Instagram @AloftHotels, or head to Facebook.com/AloftHotels.