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Starwood Hotels and Resorts Worldwide is to expand its Aloft and Element brands with the signing of a dual-hotel development in London.
The hotels are scheduled to open in early 2017 and will offer a range of accommodation and meeting space in the heart of the Tobacco Dock area of East London. Aloft London Tobacco Dock will be the second Aloft hotel in London and the third in the UK, while Element London Tobacco Dock will mark the debut of Starwood’s eco-wise Element brand.
The new Aloft London Tobacco Dock will feature 251 urban-influenced rooms, four meeting spaces equipped with the latest AV hardware, the Re:charge fitness centre, as well as the brand’s signature W XYZ bar. While Element London Tobacco Dock will have 77 studios, one-bedroom and two-bedroom suites.
Bart Carnahan, Senior VP of Acquisition and Development at Starwood Hotels & Resorts, Europe, Africa & Middle East, explained the move: “The mid-market sector is a key driver of growth for the company and now represents nearly 40 per cent of our global pipeline.
"These signings further underscore our continued commitment to expand our European portfolio of mid-market brands through franchising and management contracts in primary destinations. We are excited to expand the presence of our Aloft brand in the UK as well as to introduce Element to the market with its emphasis on clean, sustainable living.”
Starwood Hotels and Resorts currently operate 10 hotels in the UK, eight of which are in London. These are represented across six of Starwood’s nine brands, namely The Lanesborough, a St. Regis Hotel; The Park Tower Knightsbridge and Turnberry Resort in Scotland which operate under The Luxury Collection; W London - Leicester Square; Sheraton Grand Hotel & Spa in Edinburgh; Sheraton Heathrow and Sheraton Skyline at Heathrow Airport; Le Méridien Piccadilly and The Park Lane Hotel in London; and Aloft London Excel.