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Aloft and Element Brands to Debut in London

  • Published by Ozgur Tore

Starwood Hotels & Resorts Worldwide, Inc. plans to expand its rapidly growing Aloft and Element brands with the signing of a dual-hotel development in London.

starwood-logo12Scheduled to open in early 2017, the new-build Aloft and Element hotels will offer an exciting range of accommodation in the heart of the historic Tobacco Dock area of East London. Aloft London Tobacco Dock will be the second Aloft hotel in London and third in the United Kingdom (UK), while Element London Tobacco Dock will mark the debut of Starwood’s eco-wise Element brand in this established market.

Located in Tobacco Dock – an emerging business and residential area in the fast-growing Docklands area of East London—the connected hotels are ideally situated within easy reach of The City, Canary Wharf and London’s popular attractions such as Tower Bridge and The Tower of London. In addition, Tobacco Dock boasts one of the capital’s biggest meeting, arts and event spaces with a Grade I listed warehouse on the banks of the River Thames.

“We look forward to a long-term collaboration with the Fawzia Mubarak Al-Hassawi Group as we expand our portfolio of mid-market hotels in London,” said Michael Wale, President, Starwood Hotels & Resorts, Europe, Africa and Middle East. “These agreements mark an exciting milestone for Starwood’s growth in the United Kingdom and illustrate the strong demand for stylish, yet affordable accommodation in mature and strategically important markets such as London.”

“We are delighted to be entering into a partnership with Starwood Hotels & Resorts and look forward to opening these two new hotels in London. I believe that the strength of Starwood’s global brands, combined with our fantastic real estate development in Tobacco Dock, will generate significant value and further investment into this up and coming area of London. Furthermore, with Starwood’s vast experience and international coverage, I am confident that this project will be successful both in terms of market awareness as well as bottom line results,” said Mrs Fawzia Mubarak Al-Hassawi, President, Fawzia Mubarak Al-Hassawi Group.

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