Starwood Hotels & Resorts Worldwide and its destination sensation brand, Aloft Hotels, today announces the signing of Aloft Liverpool. Created to shake up the staid and traditional mid-market hotel sector, Aloft is redefining the category by delivering urban-influenced, modern and vibrant design and a social guest experience at an affordable price point. Located on the famous North John Street in the city's heritage centre, Aloft Liverpool will mark the entrance of Starwood into the city when it opens in 2014.
"Together with North John Street Op Co. and Ashall Property we are 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 such as the UK where there is a strong demand for affordable yet stylish, cutting-edge hotel brands."
"Ashall Property is both excited and proud to have the opportunity to regenerate and preserve the great heritage of this Grade II* listed building and provide Liverpool with a vibrant, design-led hotel complete with restaurant and meeting space," said Mark Ashall, Director of Ashall Property. "This signing is the culmination of two years of dedication and we remain indebted to Liverpool City Council for assisting with this project from the outset and to English Heritage for their continuing support."
Pioneering initiatives in music and design, modern comforts and a vibrant guest experience have positioned Aloft as a must-have brand for the next 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 in the US and around the world", reflecting the success of the brand's unique positioning.