Starwood Hotels & Resorts has entered into a franchise agreement with Brighton & Hove Albion to open a new Aloft hotel in the popular southern England coastal city.
The 150-room Aloft Brighton, which is due to open in September 2017, will expand the brand’s growing footprint to four hotels in the UK, including two in London (Aloft London Tobacco Dock opens 2018), one in Liverpool and now one in Brighton.
“This agreement illustrates the strong demand for stylish, yet affordable accommodation in mature and strategically important cities such as Brighton,” said Michael Wale, president, Starwood Hotels & Resorts, Europe, Africa and Middle East.
“We are delighted to partner with Brighton & 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.”
Located adjacent to the new American Express Community Stadium, home of Brighton & Hove Albion Football Club, Aloft Brighton will form a key
part of a new major development that includes a proposed specialist cancer treatment centre underneath the hotel.
The site also enjoys superb transport links, with an on-site mainline rail station and parking for 422 cars, and is located within close proximity to Brighton city-centre and its popular attractions.
Designed with the needs of the savvy next-generation traveller in mind, Aloft Brighton will feature SPG Keyless – Starwood’s industry-first keyless entry system that enables guests to use their smartphone or Apple watch as a room key – and fast and free Wi-Fi throughout the property.