Starwood Hotels & Resorts Worldwide, Inc., and its destination sensation brand, Aloft Hotels, today announces the signing of Aloft Liverpool. Created to shake up the staid and traditional mid-market hotel sector, Aloft is redefining the category by delivering urban-influenced, modern and vibrant design and a social guest experience at an affordable price point. Located on the famous North John Street in the city’s heritage centre, Aloft Liverpool will mark the entrance of Starwood into the city when it opens in 2014.
“Together with North John Street Op Co. and Ashall Property we are delighted to debut our first Starwood hotel in Liverpool,” said Roeland Vos, President, Starwood Hotels & Resorts, Europe, Africa & Middle East. “We see great opportunities to grow our Aloft portfolio in markets such as the UK where there is a strong demand for affordable yet stylish, cutting-edge hotel brands.”
“Ashall Property is both excited and proud to have the opportunity to regenerate and preserve the great heritage of this Grade II* listed building and provide Liverpool with a vibrant, design-led hotel complete with restaurant and meeting space,” said Mark Ashall, Director of Ashall Property. “This signing is the culmination of two years of dedication and we remain indebted to Liverpool City Council for assisting with this project from the outset and to English Heritage for their continuing support.”
Pioneering initiatives in music and design, modern comforts and a vibrant guest experience have positioned Aloft as a must-have brand for the next generation of travellers. A vision of W Hotels, the Aloft brand consistently garners high guest satisfaction scores since its launch in 2008, with select hotels ranking among Trip Advisor’s 2012 “Top 25 Trendiest Hotels in the US and around the world”, reflecting the success of the brand’s unique positioning.
“The signing of Aloft Liverpool emphasises Starwood’s commitment to expanding our European portfolio of mid-market brands through franchising and management contracts as well as adaptive re-use which represents an exciting new growth channel for the brand in Europe,” said Bart Carnahan, Senior Vice President, Acquisitions & Development, Europe, Africa and Middle East, Starwood Hotels & Resorts. “Following the signings of new Aloft hotels in St. Petersburg, Munich, Stuttgart and now Liverpool, Aloft continues to emerge as a popular choice for owners and developers in primary and secondary markets throughout Europe.”
The 116-room Aloft Liverpool will be in the renovated Royal Insurance Building, a historic Grade II* listed landmark with outstanding architectural value, which is located in the city’s central business district. Guests of the hotel will have easy access to nearby Liverpool ONE, one of UK’s largest shopping centres and a great number of offices, retail shops, bars and restaurants in the immediate vicinity.
Guestrooms will feature the brand’s signature high ceilings, oversized windows and an ultra-comfortable platform bed as well as large walk-in showers with complimentary Bliss Spa® products. The hotel will also boast the re:mixSM lounge and w xyzSM bar. These atmospheric public spaces provide guests with a place to mix and mingle, read the paper, work on laptops, play a game of pool or grab a drink with friends. The re:chargeSM fitness centre offers an opportunity to re-energise and the unique re:fuelSM by Aloft introduces a convenient deli option for guests on the go, with an array of food and drinks available 24 hours a day. For meetings and presentations, the hotel will offer five creative spaces equipped with the latest audio-visual hardware.
Aloft Liverpool will be operated by BDL Management.
Starwood Hotels & Resorts currently has ten hotels in United Kingdom, including eight hotels in London under six of the company’s nine lifestyle brands: The Park Lane Hotel, Sheraton Park Tower, a Luxury Collection Hotel, Sheraton Skyline, Sheraton Heathrow, The Lanesborough – a St. Regis Hotel, Le Méridien Piccadilly, W London - Leicester Square and Aloft London Excel. Starwood also operates the Sheraton Grand Hotel & Spa, Edinburgh and Turnberry, a Luxury Collection Resort, Scotland.