Starwood Hotels & Resorts has announced the debut of its new Aloft Hotels brand in the United Kingdom with the opening of Aloft London Excel.

The launch follows that of the designer W Hotels brand from Starwood in London earlier this year.

Situated in the Docklands area of London, next to the ExCeL International Exhibition & Convention Centre, Aloft London Excel features 252 loft-like guest rooms, a buzzing bar scene, a grab-and-go food pantry and industrial design elements throughout.

Aloft London Excel is owned by ADNEC (Abu Dhabi National Exhibitions Company) which also owns ExCeL London as well as Aloft Abu Dhabi, the Middle East’s first Aloft hotel, which is located adjacent to the Abu Dhabi National Exhibition Centre.

“The launch of Aloft in the UK underscores the strength of the Starwood network and the power of the Aloft brand,” said Brian McGuinness, senior vice president, speciality select brands for Starwood.

“Aloft’s emphasis on high design combined with its tech-savvy features and social atmosphere all at an affordable price point translates globally.”

 

With more than 50 hotels open since its June 2008 debut, Aloft currently operates hotels in seven countries – the United States, Canada, China, the United Arab Emirates, India, Belgium and now the UK.

Aloft is continuing its expansion with further openings planned in China, India and the United States as well as brand introductions in Thailand, Colombia and Costa Rica.

Michael Wale, senior vice president, Starwood Hotels & Resorts, commented: “We are proud of our long-standing partnership with ADNEC, first with Aloft Abu Dhabi, and are delighted to be working with them to introduce the Aloft brand to the United Kingdom.

“The launch of two new hotel brands in London this year underlines Starwood’s long-term commitment to the UK market.”