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Starwood Hotels is to open a new Aloft property in Brighton, which will be the brand’s fourth UK property.
The deal with Brighton and Hove Albion football club will see Starwood operate the 150-room Aloft Brighton, which will be built next to the American Express Community Stadium. The property is scheduled to open in September 2017.
Aloft currently operates two UK hotels in London and Liverpool with a second London property, Aloft London Tobacco Dock, set to open in 2018.
Michael Wale, Starwood’s president for 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.
“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.”
Aloft Brighton will feature the brand’s signature WXYZ bar, a restaurant, fitness centre and 55 square metres of flexible meeting space. There will also be Refuel by Aloft which offers deli-style food and drink 24 hours per day.