Starwood targets Saudi Arabia for Aloft growth
Originally published on www.businesstravellerme.com 12/05/2011 - Filed under: News »
Starwood is planning a big regional push behind its design-led select service brand, Aloft.
Neil George, Vice President Acquisitions and Development, Africa & Middle East, said the ultimate goal is to have an Aloft in every primary and secondary market.
“The next one should be in Jeddah within two years,” he said.
After a period of establishing the brand, George said it will “aggressively roll them out”.
The strategy would dovetail with the global expansion of the brand in other regions, such as India (click here).
The only Aloft operating in the Middle East to date is the 408-room Aloft Abu Dhabi next to Abu Dhabi National Exhibition Centre (ADNEC).
George said the second tower of the Grosvenor House Dubai, which will swell its overall room count to close to 700 rooms, will open later this year. Formerly in the Le Meridien fold, it is now part of the Luxury Collection.
Both Le Meridien Dubai and Four Points by Sheraton Kuwait are set to be upgraded, with a new 200-room wing and additional 220 rooms coming on stream respectively.
ADNEC has signed a deal with Starwood to build the 252-room Aloft London ExCel which is due to open next year before the Olympics.
For more information, visit starwoodhotels.com
Report by Dominic Ellis
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