Starwood opens first Aloft Hotel in Europe

Starwood Hotels and Resorts Worldwide has announced the opening of Aloft Brussels Schuman, the first Aloft hotel to open in Europe.

Owned by Thornsett Group, Aloft Brussels Schuman introduces jet-setting style at a steal to Belgium. Located in the heart of the buzzing European Union district, the hotel will feature 147 loft-like guest rooms including three  ‘Breezy Lofts’ (Aloft’s re-interpretation of a suite), a buzzing bar scene in the open lobby, an urban-inspired grab-and-go café and industrial design elements throughout. A vision of W Hotels, Aloft’s stylish urban attitude is set to shake up the European mid-market hotel scene.

With more than 40 hotels open since its June 2008 debut, Aloft Hotels has become the talk of the hospitality industry by going global while in launch mode. Aloft currently operates hotels in five countries – the US, Canada, China, the UAE and India, with Belgium marking its sixth destination. Besides opening its first hotel in Europe with the Aloft Brussels Schuman, Aloft is continuing its global expansion with further openings planned in India and the US as well as brand introductions in Thailand and the UK.  

“The launch of Aloft in Europe underscores the strength of the Starwood network and the power of the Aloft brand,” said Brian McGuinness, senior vice president, speciality select brands for Starwood.   “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.”

Aloft Brussels Schuman boasts atmospheric public spaces where guests can mix and mingle, read the paper, work on laptops, play a game of pool or grab a drink with friends at the re:mix lounge and w xyz bar. The w xyz bar is set to quickly become one of the places to be in the EU quarter. A destination bar for hotel guests and local residents alike, the w xyz bar is the ideal place to have a cocktail with friends or dance the night away at one of the many DJ evenings.

The spacious guest rooms (minimum 28 sq m) feature the brand’s signature ceilings of nearly three metres high, oversized windows and an ultra-comfortable bed as well as roomy walk-in showers and bath amenities created by Bliss Spa. Each Aloft room is also be equipped with complimentary wireless Internet access and a unique plug-and-play connectivity solution which connects most electronic devices to the 42-inch flat-screen TV, turning the room into a high-tech office as well as an entertainment centre.

There is also a fitness centre and ample meeting spaces.