Starwood Hotels & Resorts Worldwide, Inc.® (NYSE:HOT) today announces the debut of its new destination sensation brand, Aloft® Hotels, in the United Kingdom with the opening of Aloft London Excel. The hotel is owned by ADNEC (Abu Dhabi National Exhibitions Company), which also own ExCeL London as well as Aloft Abu Dhabi, the Middle East’s first Aloft hotel.

Aloft London Excel is located in the heart of London’s Docklands, next to the ExCeL International Exhibition and 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.

In the same year that Starwood launched its world-renowned W® Hotels brand in London, the innovative hotel giant has once again reinvented hotel design and launched a second new brand in the UK market. Aloft has been created to shake up the staid and traditional mid-market hotel sector and is redefining the category by delivering urban-influenced, modern and vibrant design and a social guest experience at an affordable price point.

Sanjay Tanna, ADNEC’s Director of Business Development & Investments, said: “The launch of Aloft London ExceL is an exciting new development as both London and ExCeL prepare to host next year’s Olympic Games. This new property enhances ADNEC’s investment in ExCeL expanding our ties with the city, as well as building on our already strong partnership with Starwood. I am very confident the success ADNEC and Starwood have enjoyed with Aloft Abu Dhabi will be replicated with this new Aloft hotel at ExCeL”.

“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 and is attracting a growing group of loyal travellers. Aloft’s international expansion so early in the brand’s life cycle is unprecedented.”

With more than 50 hotels open since its June 2008 debut, Aloft Hotels has become the talk of the hospitality industry by going global while in launch mode. 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 global expansion with further openings planned in China, India and the United States as well as brand introductions in Thailand, Turkey and Colombia and Costa Rica.

Roeland Vos, President, Starwood Hotels & Resorts, Europe, Africa and Middle East commented: “We are proud of our long-standing partnership with ADNEC, first with Aloft Abu Dhabi, and are delighted to be working with them once again 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.”

Aloft London Excel boasts 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 lounge and w xyzSM bar. The spacious guest rooms feature the brand’s signature ceilings of nearly three metres high, oversized windows and an ultra-comfortable platform bed as well as large walk-in showers with complimentary Bliss Spa® products. Designed with the digital generation in mind, Aloft London Excel has free wireless internet access throughout the whole hotel, including all guest rooms. Each room is also equipped with a unique plug-and-play connectivity solution which connects most electronic devices to the 42’’ flat-screen TV, turning the room into a high-tech office as well as an entertainment centre.

Guests will be able to de-stress and re-energise in the re:chargeSM fitness centre and SplashSM pool and grab a bite to eat at re:fuel by AloftSM, a one-stop, 24-hour grab-and-go food and beverage area, offering sweet, savoury and healthy food, snacks and drinks.

For work meetings, training courses and presentations, the hotel’s five Tactic meeting rooms are equipped with the latest generation of audio-visual hardware, providing the perfect creative space for groups of up to 15 people.

Aloft London Excel is located at ExCeL’s Eastern entrance at the Royal Victoria Dock and has direct covered access to Prince Regent Station on the Docklands Light Railway. With East London seeing much regeneration ahead of the 2012 Olympic Games, the hotel is perfectly situated within easy reach of the Olympic Park, Westfield Stratford City, Canary Wharf and The O2 arena.
 

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