Starwood Hotels & Resorts Worldwide has announced its new franchise agreement with Brighton and Hove Albion. The companies will open a new Aloft hotel in the coastal part of England, the city of Brighton. This will be the forth Aloft branded hotel in the UK. Aloft Brighton will have 150 guestrooms and is set to open in September 2017. When open, the hotel will join the two operating Aloft hotels in the UK (a hotel in Liverpool and a hotel in London), and Aloft London Tobacco Dock that is scheduled to open in 2018.
Brighton is a popular resort, so there is constant demand for stylish and modern accommodation. Aloft Brighton will be adjacent to the new American Express Community Stadium. The stadium is also known as home of Brighton and Hove Albion Football Club. The hotel will be a part of a big mixed use development. Underneath the hotel there will be a cancer treatment center. The development enjoys convenient location near numerous transport links. Modern Aloft hotel will become a perfect solution for visitors of the American Express Community Stadium, so Starwood hopes the hotel will attract numerous business visitors, football supporters, conference delegates and everyone who came to the city to visit the two universities located nearby.
Aloft Brighton will feature 150 loft-like guestrooms with large walk-in showers, comfortable platform beds, and Bliss amenities. In the hotel, guests will find the signature W XYZ bar, comfortable lounge space perfect for business and friendly meetings, a fitness centre, and a meeting space equipped with audio-visual hardware. Moreover, the hotel provides SPG Keyless access to guestrooms as well as complimentary Wi-Fi throughout the property. Aloft hotel in Brighton will also offer the signature service of the brand free access to concerts of emerging local bands and artist performances.