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Starwood to open 150-room hotel at Brighton and Hove Albion football stadium

By Sophie Witts , 09-Feb-2016
Last updated on 09-Feb-2016 at 17:11 GMT2016-02-09T17:11:45Z

Rendering of Aloft Brighton's W XYZ bar
Rendering of Aloft Brighton's W XYZ bar

Starwood Hotels and Resorts has announced plans to open a 150-room Aloft hotel at Brighton and Hove Albion’s football ground.

Aloft Brighton will be located adjacent to the city’s American Express Community Stadium and form part of a new development including a proposed specialist cancer treatment centre under the hotel.

The site is set to open in September 2017 and will include a restaurant, W XYZ bar, fitness centre, and 24-hour deli concept.

“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,” said Michael Wale, president of Starwood Hotels & Resorts, Europe, Africa and Middle East.

Aloft hotels use technology to target the ‘next generation’ traveller, allowing guests to use their smartphone or Apple watch as a room key.

The brand introduced the UK's first emoji room service menu last year, with guests able to order junk food, hangover cures and toiletries by texting the right combination of symbols to staff.

Martin Perry, Brighton and Hove Albion executive director, said: “With its affordable price point, stylish design and accessible technology, the Aloft brand is the perfect choice for visitor accommodation at the American Express Community Stadium, appealing to multiple business segments including conference delegates, football supporters and visitors to the two Universities adjacent to the stadium.”

Starwood operates 12 hotels in the UK and Ireland under the Luxury Collection, Sheraton, Westin, W Hotels, Le Méridien, Tribute Portfolio and Aloft brands.