Starwood Hotels & Resorts Worldwide and real estate developer Dubai Properties have announced an agreement to open four new hotels in Dubai under Starwood’s Aloft and Element brand flags. This signing strengthens the company’s mid-range portfolio with 11 announced deals year to date and more than 50% of Starwood’s Middle East pipeline.
Scheduled to open in 2018, the four new Aloft hotels and Element hotel will introduce 816 rooms in Dubai while expand Dubai Properties’ developments within the hospitality sector. The deal is in line with the Dubai Government’s focus on mid-scale hotel development ahead of the Dubai World Expo 2020.
“I would like to thank Dubai Properties for putting their trust in Starwood and advancing the growth of Aloft and Element brands in the UAE with these four hotels,” said Michael Wale, President, Starwood Hotels & Resorts, Europe, Africa and Middle East. “As the fastest growing brand in the history of hospitality, Aloft meets Dubai’s demand for mid-scale hotels in both urban and industrial areas that bring life, innovation and personality at a great value.”
Naaman Atallah, CEO of Dubai Properties, said: “As Dubai prepares itself to host a memorable World Expo 2020, Dubai Properties is proud to sign a four-hotel deal with Starwood Hotels & Resorts. The hotels under the Aloft and Element brands will offer two new concepts to the existing mid-market category in the Emirate, which will emerge as a vital segment in the run to the exposition. The time is right to launch new hospitality projects as demand for new hotel rooms continues to increase and culminate around this major event. Going forward, Dubai Properties will continue to offer modern, elegant, and cost-effective hospitality solutions for the emirate’s booming tourism industry.”
In the Middle East, Aloft hotels is spearheading Starwood’s growth in the mid-market segment and is expected to quadruple by 2019. The brand is redefining the category by delivering urban-influenced, modern and vibrant design and a social guest experience at an affordable price point.
“We continue to experience increased worldwide demand for our mid-market brands given their global appeal for guests and strong performance,” stated Simon Turner, President, Starwood Global Development. “This is particularly true for Aloft where signings have more than doubled globally versus the same time last year including a surge of signings in the Middle East. With its innovative programming, design and tech-savvy approach, Aloft is especially well positioned to grow throughout the Middle East.”
The three new Alofts in Dubai will feature the brand’s signature W XYZ® Bar, where guests can mix and mingle over the hottest new music; and re:fuel by Aloft, the grab and go eatery open 24 hours a day, in addition to an all-day dining outlet. Other amenities include re:charge the fully equipped fitness centre and an outdoor Splash pool, in addition to a backyard exterior public space, Clean Guest Laundry services, and Bliss Spa products.
Aloft Dubai Dubiotech
Featuring 227 guest rooms, Aloft Dubai Dubiotech will be located in the world’s first free zone area dedicated to the life science industry. The hotel is 20km from the Dubai International Airport and 40 km from the new Dubai World Central International Airport. The hotel will also be equipped with three meeting rooms.
Aloft Dubai Studio City
Aloft Dubai Studio City comprises of 200 guests rooms, meeting space of up to 120 sqm and all of Aloft’s signature brand elements. The hotel is located in Dubai Studio City, a part of Dubai Media City that drives business in broadcast, movie, television and music production. Located 15 minutes from Dubai International Airport and the city centre, Dubai Studio City is easily accessible from all areas of Dubai.
Aloft Dubai IMPZ
Aloft Dubai IMPZ is located in Dubai’s dedicated media production zone, International Media Production Zone (IMPZ). The hotel will offer 221 guest rooms and will serve as a hub for the art, printing, publishing and media production businesses in the area.
Element Dubai IMPZ
Element, Starwood’s eco-innovation lab, is designed for today’s healthy, active traveler, with a nature-inspired design philosophy that is clean, modern and bright. Element IMPZ will offer guests 168 studio accommodations and double rooms for guests to relax and recharge from the stress of travelling. Signature amenities range from healthy RISE breakfast and RELAX evening reception to saline swimming pools, spacious fitness centres, bikes-to-borrow and electric vehicle charging stations.
“The UAE presents great opportunities to expand in the mid-market sector where there is a high demand for reliable and affordable hospitality,” said Bart Carnahan, Senior Vice President Acquisitions & Development, Starwood Hotels & Resorts, Europe, Africa & Middle East. “Aloft and Element are revolutionizing the hospitality industry, and we are excited to expand our already strong footprint in the market by introducing these brands into areas of Dubai where Starwood currently does not have a presence.”
Starwood currently operates 51 hotels and resorts across the Middle East under eight of the company’s ten distinct lifestyle brands including: The Luxury Collection, St. Regis, Sheraton, Westin, W Hotels, Le Méridien, Four Points by Sheraton and Aloft. The company has plans to double its portfolio in the region in the next five years. Dubai remains the company’s second largest market after New York City with 15 operating hotels.
