Starwood Hotels & Resorts to Debut In Liverpool With The New Aloft Liverpool

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    Starwood Hotels & Resorts Worldwide, Inc., and its destination sensation brand, Aloft Hotels, announces the signing of Aloft Liverpool. Created to shake up the staid and traditional mid-market hotel sector, Aloft is redefining the category by delivering urban-influenced, modern and vibrant design and a social guest experience at an affordable price point. Located on the famous North John Street in the city’s heritage centre, Aloft Liverpool will mark the entrance of Starwood into the city when it opens in 2014. “Together with North John Street Op Co. and Ashall Property we are delighted to debut our first Starwood hotel in Liverpool,” said Roeland Vos, President, Starwood Hotels & Resorts, Europe, Africa & Middle East. “We see great opportunities to grow our Aloft portfolio in markets such as the UK where there is a strong demand for affordable yet stylish, cutting-edge hotel brands.”

    “Ashall Property is both excited and proud to have the opportunity to regenerate and preserve the great heritage of this Grade II* listed building and provide Liverpool with a vibrant, design-led hotel complete with restaurant and meeting space,” said Mark Ashall, Director of Ashall Property. “This signing is the culmination of two years of dedication and we remain indebted to Liverpool City Council for assisting with this project from the outset and to English Heritage for their continuing support.”

    “The signing of Aloft Liverpool emphasises Starwood’s commitment to expanding our European portfolio of mid-market brands through franchising and management contracts as well as adaptive re-use which represents an exciting new growth channel for the brand in Europe,” said Bart Carnahan, Senior Vice President, Acquisitions & Development, Europe, Africa and Middle East, Starwood Hotels & Resorts. “Following the signings of new Aloft hotels in St. Petersburg, Munich, Stuttgart and now Liverpool, Aloft continues to emerge as a popular choice for owners and developers in primary and secondary markets throughout Europe.”

    The 116-room Aloft Liverpool will be in the renovated Royal Insurance Building, a historic Grade II* listed landmark with outstanding architectural value, which is located in the city’s central business district. Guests of the hotel will have easy access to nearby Liverpool ONE, one of UK’s largest shopping centres and a great number of offices, retail shops, bars and restaurants in the immediate vicinity.

    Guestrooms will feature the brand’s signature high ceilings, oversized windows and an ultra-comfortable platform bed as well as large walk-in showers with complimentary Bliss Spa® products. The hotel will also boast the re:mixSM lounge and w xyzSM bar. 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 five creative spaces equipped with the latest audio-visual hardware.

    Aloft Liverpool will be operated by BDL Management.

    Daniel Fountain / 20.05.2013

    Editor, Hotel Designs


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