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the World Of Hospitality
aloft brighton
Aloft Brighton To Debut In Autumn 2017,
Reaffirming The Brand’s Global Expansion
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.
“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 cuttingedge Aloft brand alongside one of the country’s most
exciting sports and leisure developments.”
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 centre
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), and is located within close proximity to
Brighton city-centre and its popular attractions.
“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.”