In Pictures: Aloft looks to expand in England, following Excel opening

Starwood Hotels & Resort's Aloft London Excel opened this week and its senior vice president Brian McGuiness told C&IT about the brand's expansion plans.

In pictures: Aloft looks to expand in England, following Excel opening
In pictures: Aloft looks to expand in England, following Excel opening

McGuiness said that Aloft's London opening is a turning point for the brand, with the Olympics- and the event industry's shift to London's East- being drivers for choosing its location.

"We absolutely look at the long term future of the site where were build our hotels- and East London's regeneration is an exciting time. We are located in a sweet spot for business travellers near Canary Wharf, but we are looking at potential future openings in Liverpool and Manchester," he added.

McGuiness also confirmed that all the Aloft London Excel's rooms have been put in Locog's control for the Olympic Games and speculated on the hotel's market placement.

"The Olympics puts London on the world stage, it's a great chance for exposure. We fit in a similar market to Hilton Garden Inn and Novotel, but slightly above them," he added.

Elsewhere, McGuiness confirmed that India, China and Latin America will be the main growth markets for Aloft.

For pictures from the Aloft launch on Tuesday 15 November, click here.

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