ADNEC and Starwood celebrated the official opening of the first-ever Aloft hotel in the UK with a launch party held last Tuesday at the brand new Aloft London Excel.

The launch, featuring young, up and coming talent from the fields of music, mixology, urban art and urban sport, was attended by more than 300 guests including city leaders, senior management from ADNEC, ExCeL London, Starwood and LOCOG (London Organising Committee of the Olympic and Paralympic Games), as well as key players from the UK capital’s event and travel industries.

Built by ADNEC (Abu Dhabi National Exhibitions Company) at a cost of approximately AED 246million (£41m), the Aloft London Excel features 252 loft-like guest rooms and is located in the heart of London’s Docklands, adjacent to ADNEC-owned, ExCeL London.

The new property boosts hotel room capacity at ExCeL to 1,400 and is the sixth hotel to be connected to ExCeL - London’s largest events venue, which also has the honour of serving as the site for 7 Olympic and 6 Paralympics disciplines at the 2012 Games.

His Excellency Ali Saeed Bin Harmal Al Dhaheri, Managing Director, ADNEC, said: “The Aloft London Excel is an exciting new milestone in ADNEC’s growing partnership with London, made just in time for the city to host the Olympic 2012 Games.

“In the long term the new hotel will enhance ExCeL’s growing events calendar by providing quality, stylish and affordable accommodation. We will continue to look at more opportunities to enhance our offerings to ExCeL visitors.”

Designed by architects Jestico + Whiles, the Aloft London Excel is operated by Starwood Hotels & Resorts, one of the leading hotel and leisure companies in the world with more than 1071 properties in 100 countries. 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. 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.

Bin Harmal added:

“We have a very strong and successful relationship with Starwood Hotels & Resorts following our collaboration on Aloft Abu Dhabi, which opened in 2009; we are very confident that this success with continue with Aloft London Excel.”

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 wxyzSM bar. The spacious guest rooms feature the brand’s high signature ceilings, 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. Each room is also equipped with a unique plug-and-play connectivity solution which connects almost all 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. The hotel will also feature a new restaurant concept, FEDE, which will serve contemporary British food and drink in an unpretentious, welcoming environment.

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.

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 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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