Starwood Hotels & Resorts Worldwide, Inc. announced plans to expand its rapidly growing Aloft and Element brands with the signing of a dual-hotel development in London. Scheduled to open in early 2017, the new-build Aloft and Element hotels will offer an exciting range of accommodation in the heart of the historic Tobacco Dock area of East London. Aloft London Tobacco Dock will be the second Aloft hotel in London and third in the United Kingdom (UK), while Element London Tobacco Dock will mark the debut of Starwood’s eco-wise Element brand in this established market.
Located in Tobacco Dock – an emerging business and residential area in the fast-growing Docklands area of East London—the connected hotels are ideally situated within easy reach of The City, Canary Wharf and London’s popular attractions such as Tower Bridge and The Tower of London. In addition, Tobacco Dock boasts one of the capital’s biggest meeting, arts and event spaces with a Grade I listed warehouse on the banks of the River Thames.
“We look forward to a long-term collaboration with the Fawzia Mubarak Al-Hassawi Group as we expand our portfolio of mid-market hotels in London,” said Michael Wale, President, Starwood Hotels & Resorts, Europe, Africa and Middle East. “These agreements mark an exciting milestone for Starwood’s growth in the United Kingdom and illustrate the strong demand for stylish, yet affordable accommodation in mature and strategically important markets such as London.”
“We are delighted to be entering into a partnership with Starwood Hotels & Resorts and look forward to opening these two new hotels in London. I believe that the strength of Starwood’s global brands, combined with our fantastic real estate development in Tobacco Dock, will generate significant value and further investment into this up and coming area of London. Furthermore, with Starwood’s vast experience and international coverage, I am confident that this project will be successful both in terms of market awareness as well as bottom line results,” said Mrs Fawzia Mubarak Al-Hassawi, President, Fawzia Mubarak Al-Hassawi Group.
Aloft London Tobacco Dock
The new Aloft London Tobacco Dock will feature 251 urban-influenced rooms, all with signature loft-like ceilings, oversized windows and ultra-comfortable plush platform beds as well as walk-in showers and complimentary Bliss® amenities. The hotel will also feature the brand’s signature W XYZSM bar, an atmospheric public space where guests can mix and mingle, read the paper, work on laptops, play a game of pool or grab a drink with friends. In addition, Aloft offers live, free access to local emerging artists as well as some of the hottest bands with Live at Aloft Hotels programming at the W XYZ® bars.
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 four creative meeting spaces equipped with the latest audio-visual hardware.
Starwood Hotels & Resorts currently operate hotels 10 hotels in the UK, eight of which are in London. These are represented across six of Starwood’s nine brands, namely The Lanesborough, a St. Regis Hotel; The Park Tower Knightsbridge and Turnberry Resort in Scotland which operate under The Luxury Collection; W London – Leicester Square; Sheraton Grand Hotel & Spa in Edinburgh; Sheraton Heathrow and Sheraton Skyline at Heathrow Airport; Le Meridien Piccadilly and The Park Lane Hotel in London; and Aloft London Excel.
“The mid-market sector is a key driver of growth for the company and now represents nearly 40% of our global pipeline. These signings further underscore our continued commitment to expand our European portfolio of mid-market brands through franchising and management contracts in primary destinations,” said Bart Carnahan, Senior Vice President Acquisition & Development, Starwood Hotels & Resorts, Europe, Africa & Middle East. “We are excited to expand the presence of our Aloft brand in the UK as well as to introduce Element to the market with its emphasis on clean, sustainable living.”