Aloft will launch a 252-room hotel at London ExCeL exhibition centre in time for the 2012 Olympics, making it the first UK property for the mid-market hospitality brand.

Aloft London ExCeL will be the second Aloft property in Europe following the Aloft Brussels Schuman, scheduled to open this autumn.

The hotel is being developed by ExCeL London’s parent company, Abu Dhabi National Exhibitions Company (ADNEC), also owners of Aloft Abu Dhabi, located adjacent to the Abu Dhabi National Exhibition Centre.

ADNEC’s chairman, His Excellency Sheikh Sultan Bin Tahnoon Al Nahyan, said: “ADNEC is committed to innovation as evidenced by our decision to partner with Starwood Hotels & Resorts to introduce a new hospitality brand to the UK. Aloft London ExCeL will support ExCeL’s growing events calendar and the London Olympics by providing quality, stylish and affordable accommodation.”

The Aloft brand, featuring urban-influenced modern design at an affordable price point, includes complimentary wireless internet access in each room and a one-stop connectivity solution for multiple-electronic gadgetry, all linked to a 42” HDTV-ready television making it a combination high-tech office and entertainment centre in one.

The Aloft London ExCeL will also offer a communal lobby area, a one-stop, 24-hour grab & go food and beverage area, fitness centre and splash pool. The hotel will be located at ExCeL’s Eastern entrance at the Royal Victoria Dock and will have direct covered access to Prince Regent Station on the Docklands Light Railway and ExCeL’s International Convention Centre.

Kevin Murphy, CEO, ExCeL London, said: “The Aloft London ExCeL will provide today’s forward-thinking travellers with a space that is open to design and open to possibilities, and the arrival of this hip, new hotel concept will offer our customers a unique guest experience. Opening at the end of 2011, in time for the 2012 Olympics and our ever expanding calendar, the Aloft will add a further 252 bedrooms to our onsite offer.”

In addition to the Aloft London ExCeL, Starwood will launch the W brand in the UK this year with the opening of W London-Leicester Square.