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Starwood Hotels & Resorts has announced it is to launch its fourth Aloft-branded hotel in the UK.
The company has signed a franchise agreement with Brighton and Hove Albion FC to open a 150-bedroom hotel adjacent to the club’s American Express Community Stadium.
Aloft Brighton will form part of a new major development that includes a proposed specialist cancer treatment centre underneath the hotel.
The property will feature the brand’s W XYZ bar, a public space for guests to meet, , walk-in showers, platform beds and free access to emerging artists and performances from local bands.
Michael Wale, president of Europe, Africa and Middle East, said: “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.”
The new property, which is due to open in September 2017, will expand the brand’s growing portfolio to four hotels in the UK, including two in London, one in Liverpool and now one in Brighton.
The Aloft brand launched what it claimed to be the first ‘emoji-only room service’ in the UK in December last year.
