Starwood Hotels & Resorts has announced it has entered into a franchise agreement with Brighton and Hove Albion to open a new Aloft hotel in the popular southern England coastal city. The 150-room Aloft Brighton, which is due to open in September 2017, will expand the brand’s growing footprint to four hotels in the UK, including two in London (Aloft London Tobacco Dock opens 2018), one in Liverpool and now one in Brighton.
Located adjacent to the new American Express Community Stadium, home of Brighton and Hove Albion Football Club, Aloft Brighton will form a key part of a new major development that includes a proposed specialist cancer treatment center underneath the hotel. The site also enjoys superb transport links, with an on-site mainline rail station and parking for 422 cars (including 27 disabled spaces).
“This agreement illustrates the strong demand for stylish, yet affordable accommodation in mature and strategically important cities such as Brighton,” said Michael Wale, President, Starwood Hotels & Resorts, Europe, Africa and Middle East. “We are delighted to partner with Brighton and Hove Albion in this venture, and look forward to introducing our cutting-edge Aloft brand alongside one of the country’s most exciting sports and leisure developments.”
“As a global brand and leading hospitality company, Starwood’s UK market expertise gives us confidence that this alliance will be a huge success,” said Martin Perry, Brighton and Hove Albion Executive Director. “With its affordable price point, stylish design and accessible technology, the Aloft brand is the perfect choice for visitor accommodation at the American Express Community Stadium, appealing to multiple business segments including conference delegates, football supporters and visitors to the two Universities adjacent to the stadium.”
Delivering urban-influenced design and an energetic guest experience, Aloft Brighton will offer 150 loft-like guest rooms with ultra-comfortable plush platform beds, large walk-in showers and complimentary Bliss amenities. The hotel will feature the brand’s signature W XYZ bar. Additionally, every Aloft hotel around the world offers live, free access to emerging artists and performances from some of the hottest local bands.