Aloft -Ridgeway Pryce

Starwood Hotels & Resorts has revealed plans to debut its Aloft brand in Brighton

The hotel giant announced it has entered into a franchise agreement with Brighton and Hove Albion to open a new Aloft hotel adjacent to the stadium of Brighton and Hove Albion Football Club. The hotel will form a key part of a new major development on the site.

The 150-room Aloft Brighton is due to open in September 2017, bringing the brand’s growing portfolio in Uk to four hotels, joining two in London and one in Liverpool.

Michael Wale, President of Starwood in Europe, Africa and Middle East, said: “This agreement illustrates the strong demand for stylish, yet affordable accommodation in mature and strategically important cities such as Brighton. We are delighted to partner with Brighton and 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.”

Guest rooms will offer platform beds, large walk-in showers and complimentary Bliss amenities.

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