In a bid to expand its portfolio, Starwood Hotels & Resorts Worldwide Inc inked an agreement with Dubai Properties. The agreement will see the opening of four new hotels in Dubai under Starwood’s Aloft and Element brand.
This new partnership strengthens the company’s mid-range portfolio with 11 announced deals year to date, representing nearly 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. The deal is in line with the Dubai Government’s focus on mid-scale hotel development ahead of the Dubai World Expo 2020.
Naaman Atallah, CEO of Dubai Properties said: “The hotels under the Aloft and Element brands will offer two new concepts to existing mid-market category. The time is right to launch new hospitality projects as demand for new hotel rooms continues to increase and culminate around this major event.”
In the Middle East, Aloft hotels is spearheading Starwood’s growth in the mid-market segment and is expected to quadruple by 2019.
The three new Alofts in Dubai will feature the signature W XYZ® Bar 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 fitness centre and an outdoor Splash pool. This is in addition to a backyard exterior public space, guest Laundry services, and Bliss Spa products.
Starwood currently operates 51 hotels and resorts across the Middle East under eight of the company’s 10 lifestyle brands.