The Middle Eastern owner of London’s Excel Centre has opened a new hotel next to the conference venue.
The 252-room Aloft London Excel is owned by the Abu Dhabi National Exhibitions Company (Adnec) and sits at the heart of London’s Docklands
It is the latest in a network of more than 50 Aloft hotels around the world, which operate in partnership with Adnec’s Starwood Hotels & Resorts Worldwide brand. Other hotels are based in the US, China, Canada, India, Belgium and the United Arab Emirates.
As well as the 252 loft-like hotel rooms, it also features a food pantry, a bar and industrial design elements. Aloft was originally targeted at 26 to 30-year-olds, but has found favour with customers outside the demographic and could prove popular with business visitors to the Excel centre.
Adnec director of business development and investments Sanjay Tanna said: “It is an exciting new development as both London and Excel prepare to host next year’s Olympic Games. This new property enhances Adnec’s investment in Excel expanding our ties with the city, as well as building on our already strong partnership with Starwood.”
The Aloft London Excel hotel, which is directly connected to the Excel centre and is near to Westfield Stratford City shopping centre, could be followed by further openings across the country.
Aloft senior vice president Brian McGuinness said: “Originally the brand was aimed at the 26-30 year age group, but what we have seen is that it appeals to anyone with a young mind-set, whether they are 25 or 45.
“We are keen to expand the brand further in the UK with more openings in London as well as in cities such as Leeds, Manchester and Liverpool. The important thing is getting the right location, whether it is adjacent to convention centres or airports, or in a university or mixed neighbourhood with a busy bar and restaurant culture.”
McGuinness says Aloft is the fastest brand launch ever seen in the hotel industry. Some 55 hotels have been launched under the Aloft banner since 2008, when the first opened in Montreal in Canada.
Starwood Hotels & Resorts Europe, Africa and Middle East president Roeland Vos said: “We are proud of our long-standing partnership with Adnec, first with Aloft Abu Dhabi, and are delighted to be working with them once again to introduce the Aloft brand to the United Kingdom.”
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