Starwood Hotels & Resorts Worldwide, Inc., and its destination sensation brand, Aloft Hotels, today announces the signing of Aloft Liverpool. Created to shake up the staid and standard mid-market hotel sector, Aloft is redefining the class by delivering urban-influenced, modern and colourful design and a social guest experience at an inexpensive price point. Located at the famous North John Street within the city’s heritage centre, Aloft Liverpool will mark the doorway of Starwood into town when it opens in 2014.
“Together with North John Street Op Co. and Ashall Property we’re 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 reminiscent of the united kingdom where there’s a strong demand for reasonable yet stylish, cutting-edge hotel brands.”
“Ashall Property is both excited and proud to give you the chance to regenerate and preserve the nice heritage of this Grade II* listed building and supply Liverpool with a colourful, design-led hotel complete with restaurant and meeting space,” said Mark Ashall, Director of Ashall Property. “This signing is the culmination of 2 years of dedication and we remain indebted to Liverpool City Council for assisting with this project from the outset and to English Heritage for his or her continuing support.”
Pioneering initiatives in music and design, modern comforts and a colourful guest experience have positioned Aloft as a must-have brand for the subsequent generation of travellers. A vision of W Hotels, the Aloft brand consistently garners high guest satisfaction scores since its launch in 2008, with select hotels ranking among Trip Advisor’s 2012 “Top 25 Trendiest Hotels within the US and across the world”, reflecting the success of the brand’s unique positioning.
“The signing of Aloft Liverpool emphasises Starwood’s commitment to expanding our European portfolio of mid-market brands through franchising and management contracts in addition to adaptive re-use which represents an exhilarating new growth channel for the emblem in Europe,” said Bart Carnahan, Senior Vice chairman, Acquisitions & Development, Europe, Africa and Middle East, Starwood Hotels & Resorts. “Following the signings of latest Aloft hotels in St. Petersburg, Munich, Stuttgart and now Liverpool, Aloft continues to turn out to be a well-liked choice for owners and developers in primary and secondary markets throughout Europe.”
The 116-room Aloft Liverpool might be within the renovated Royal Insurance Building, a historic Grade II* listed landmark with outstanding architectural value, that is located within the city’s central business district. Guests of the hotel can have easy accessibility to nearby Liverpool ONE, certainly one of UK’s largest shopping centres and a number of offices, retail shops, bars and restaurants within the immediate vicinity.
Guestrooms will feature the brand’s signature high ceilings, oversized windows and an ultra-comfortable platform bed in addition to large walk-in showers with complimentary Bliss Spa® products. The hotel may even boast the re:mixSM lounge and w xyzSM bar. These atmospheric public spaces provide guests with a spot to combine and mingle, read the paper, work on laptops, play a game of pool or grab a drink with friends. The re:chargeSM fitness centre offers a possibility to re-energise and the original re:fuelSM by Aloft introduces a convenient deli option for guests at the go, with an array of foods and drinks available 24 hours an afternoon. For meetings and presentations, the hotel will offer five creative spaces equipped with the newest audio-visual hardware.
Aloft Liverpool may be operated by BDL Management.
Starwood Hotels & Resorts currently has ten hotels in Uk, including eight hotels in London under six of the company’s nine lifestyle brands: The Park Lane Hotel, Sheraton Park Tower, a Luxury Collection Hotel, Sheraton Skyline, Sheraton Heathrow, The Lanesborough – a St. Regis Hotel, Le Méridien Piccadilly, W London – Leicester Square and Aloft London Excel. Starwood also operates the Sheraton Grand Hotel & Spa, Edinburgh and Turnberry, a Luxury Collection Resort, Scotland.
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