Starwood is planning to open four new hotels in Dubai under Starwood’s Aloft and Element brand flags. This milestone signing strengthens the company’s mid-range portfolio with 11 announced deals year to date and more than 50% of Starwood’s Middle East pipeline.
Scheduled to open in 2018, the four new Aloft hotels and Element hotel will introduce 816 rooms in Dubai while expand Dubai Properties’ developments within the hospitality sector. The deal is in line with the Dubai Government’s focus on mid-scale hotel development ahead of the Dubai World Expo 2020.
“I would like to thank Dubai Properties for putting their trust in Starwood and advancing the growth of Aloft and Element brands in the UAE with these four hotels,” said Michael Wale, President, Starwood Hotels & Resorts, Europe, Africa and Middle East. “As the fastest growing brand in the history of hospitality, Aloft meets Dubai’s demand for mid-scale hotels in both urban and industrial areas that bring life, innovation and personality at a great value.”
Naaman Atallah, CEO of Dubai Properties, said: “As Dubai prepares itself to host a memorable World Expo 2020, Dubai Properties is proud to sign a four-hotel deal with Starwood Hotels & Resorts. The hotels under the Aloft and Element brands will offer two new concepts to the existing mid-market category in the Emirate, which will emerge as a vital segment in the run to the exposition. The time is right to launch new hospitality projects as demand for new hotel rooms continues to increase and culminate around this major event. Going forward, Dubai Properties will continue to offer modern, elegant, and cost-effective hospitality solutions for the emirate’s booming tourism industry.”
In the Middle East, Aloft hotels is spearheading Starwood’s growth in the mid-market segment and is expected to quadruple by 2019. The brand is redefining the category by delivering urban-influenced, modern and vibrant design and a social guest experience at an affordable price point.
“We continue to experience increased worldwide demand for our mid-market brands given their global appeal for guests and strong performance,” stated Simon Turner, President, Starwood Global Development. “This is particularly true for Aloft where signings have more than doubled globally versus the same time last year including a surge of signings in the Middle East. With its innovative programming, design and tech-savvy approach, Aloft is especially well positioned to grow throughout the Middle East.”
The three new Alofts in Dubai will feature the brand’s signature W XYZ® Bar, where guests can mix and mingle over the hottest new music; and re:fuel by Aloft, the grab and go eatery open 24 hours a day, in addition to an all-day dining outlet. Other amenities include re:charge the fully equipped fitness centre and a refreshing outdoor Splash pool, in addition to a backyard exterior public space, Clean Guest Laundry services, and Bliss Spa products.