hospitalitystyle.com

(September 2010) posted on Wed Sep 01, 2010 EDT

Starwood’s “style for a steal” flag now flying in Brussels

Tweet

Starwood Hotels and Resorts Worldwide Inc. has opened its first Aloft hotel in Europe, the Aloft Brussels Schuman in Belgium. Owned by Thornsett Group, the hotel features 147 loft-like guest rooms (including three “Breezy Lofts,” the brand's re-interpretation of a suite), a w xyz bar and a re:mix lounge, an open lobby, an urban-inspired grab-and-go café and industrial design elements throughout.

“The launch of Aloft in Europe underscores the strength of the Starwood network and the power of the Aloft brand,” said Brian McGuinness, Starwood's senior vice president, specialty select brands. “Aloft's emphasis on high design and affordability translates globally and is attracting a growing group of loyal travellers. In fact, Aloft represents one of the strongest brand launches in industry history and its international expansion so early in the brand's life cycle is unprecedented.”

With more than 40 hotels open since its June 2008 debut, Aloft Hotels now operates hotels in six countries: the U.S, Canada, China, the United Arab Emirates, India and Belgium. The flag's upcoming expansion plans include added units in India and the U.S., as well as its first locales in Thailand and the U.K.