Starwood signs an agreement with Spotlight Group Holdings to debut its Aloft brand in Melbourne. Slated to open in early 2019, the new build 176-room hotel will form the centrepiece of a mixed-use development located at 402 Chapel Street in South Yarra, known as 402 Chapel.
“The brand continues to experience rapid growth globally and in Australia, where we currently have two Aloft hotels under construction in Adelaide and Perth,” said Sean Hunt, vice president of Starwood Hotels & Resorts Pacific.
“The Aloft brand and its ‘different by design’ approach is the perfect match for a vibrant and sophisticated city like Melbourne, where there is a growing demand for affordable yet stylish tech-forward hotels.”
Andrew Taylor, director acquisitions and development, Starwood Hotels & Resorts Pacific, said: “Since it emerged in 2008, the Aloft brand has grown at a rapid rate, recently opening its 100th hotel worldwide.
“The brand continues to drive accelerated interest from investors and developers across all markets in Australia who want to shake up the traditional mid-market hotel sector. Aloft offers a unique model with its urban-inspired design, innovative technologies and lively social atmosphere, catering to the next generation of hyper-connected travellers.”
Aloft Melbourne South Yarra joins Starwood’s portfolio of 29 hotels in the Pacific, including 17 operating hotels and another 12 in the pipeline, with Aloft Perth Rivervale and Aloft Adelaide set to open in 2017 and 2018, respectively.