Aloft brand makes China debut

Starwood and Aloft hotels have announced the opening of Aloft Beijing, Haidian. The 186 room, new-build hotel owned by Yong Tai Real Estate Group (Beijing) Co. is the first Aloft in Asia Pacific and the first Aloft to open outside North America. The Aloft Beijing, Haidian underscores the brand’s remarkable global expansion with more than 500 hotels scheduled to open in markets like China, United Arab Emirates, India, Thailand, Belgium, Canada and the U.S in the next five years. The Aloft Beijing, Haidian is the first of nine Alofts currently in development in Asia Pacific, and the first of two slated to open in China in the next two years.

“The rapid and simultaneous expansion of Aloft hotels in markets throughout the world is a testament to the power of Starwood and developers’ confidence in our brands,” said Simon Turner, President, Global Development for Starwood Hotels & Resorts. “As we continue Aloft’s global growth, China represents a key market with its significant increases in both inbound and outbound tourism. Aloft is ideally positioned to meet the needs of this growing group of travelers who are enthusiastic consumers of high-quality, global lifestyle brands.”

A Vision of W Hotels, the Aloft brand’s signature loft-inspired design, accessible technology and stylish urban attitude is not lost in translation as it arrives on the scene in China. While meeting space and food service offerings were increased to cater to local market demand, the design, style and service of the Aloft Beijing, Haidian stays true to the brand’s vision.

“Aloft Beijing, Haidian introduces a new level of style and energy to the country’s dynamic capital city, and sets the stage for the brand’s aggressive expansion throughout China and across the region,” said Brian McGuinness, Senior Vice President of Specialty Select Brands. “Aloft Beijing, Haidian is a fitting choice for the brand’s Asia Pacific debut as it is strategically located in what is known as China’s Silicon Valley. We anticipate the younger, style-conscious and tech savvy visitors to this booming business center will connect with the electric, eclectic experience of Aloft.”

Aloft Beijing, Haidian is conveniently located in the Zhongguancun Science Park near the 4th Ring Road. Surrounded by numerous high-tech businesses, research centers and leading universities, the hotel is just minutes from Asia Pacific’s largest shopping arcade, the Golden Resources Shopping Mall. Many of Beijing’s most prized attractions are a short drive from the hotel, including the Summer Palace, the awe-inspiring CCTV tower and the “Bird’s Nest” Beijing National Stadium featured in the 2008 Summer Olympics. The new hotel will be part of an exciting, new mixed-use complex including the Four Points by Sheraton Beijing, Haidian Hotel & Serviced Apartments.

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“We are extremely privileged to be the first investor in this exciting new brand here in Asia,” said Dai Hao, President, Yong Tai Real Estate Group (Beijing) Co. “We are proud to launch the first of many Aloft hotels in this new and dynamic market. Already the new Aloft hotel is attracting admirers from around the world and from other provinces of China. We are certain the highly anticipated new lifestyle brand from Starwood Hotels & Resorts Worldwide, Inc. is the perfect fit for our vibrant community.”

Guest rooms feature the brand’s signature nine-foot ceilings, oversized windows and the ultra-comfortable bed, as well as oversized walk-in showers and amenities created by Bliss® Spa. Each Aloft room is also a combination of high-tech office and entertainment center equipped with wireless internet access and a one-stop connectivity solution for multiple electronic gadgetry all linked to a 42” flat-panel, HDTV-ready television.

Designed in conjunction with world-renowned David Rockwell and the Rockwell Group, Aloft offers atmospheric public spaces where guests can mix and mingle, read the paper, work on laptops, play a game of pool or grab a drink with friends at the re:mixSM communal lobby area and w xyzSM bar. The re:chargeSM fitness center and splash pool give travelers options to de-stress and re-energize, while re:fuel by aloftSM offers sweet, savory and healthy food, snacks and beverages to grab & go, 24-hours a day. Aloft is also committed to the environment and launched a see green program, which promotes ecologically friendly practices, products and services both inside and outside the hotel. For example, Aloft incorporates recycled materials in its design and provides preferred parking for hybrid cars.
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