Starwood's Aloft Hotels announces new hotel for Brighton next year
The group has entered into a franchise agreement with Brighton and Hove Albion FC to open the hotel adjacent to the club's new American Express Community Stadium (pictured) in September 2017.
It marks the fourth UK signing for the brand, joining London ExCeL, Liverpool and Aloft London Tobacco Dock, due to open in 2018.
Michael Wale, president, Starwood Hotels & Resorts, Europe, Africa and Middle East, said: "This agreement illustrates the strong demand for stylish, yet affordable accommodation in mature and strategically important cities such as Brighton."
The hotel will form a key part of a major development that includes a proposed specialist cancer treatment centre beneath the hotel.
Martin Perry, executive director, Brighton and Hove Albion, added: "As a global brand and leading hospitality company, Starwood's UK market expertise gives us confidence that this alliance will be a huge success.
"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."
The hotel will offer 150 loft-like guest rooms with platform beds and large walk-in showers. It will also feature the brand's signature W XYZSM bar, restaurant, fitness centre and space for meetings.
It will be managed by Interstate Europe's UK division, part of global hotel management company, Interstate Hotels & Resorts.
Starwood is in the process of being acquired by Marriott International for £8b. Currently, Starwood offers 12 hotels in the UK and Ireland under seven of the company's 10 lifestyle brands including the Luxury Collection, Sheraton, Westin, W Hotels, Le Méridien, Tribute Portfolio and Aloft.
Marriott International buys Starwood Hotels in £8b deal >>
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