HOTEL REVIEW


hospitality-industry history,” as well as the most global. Since its debut at Montreal Airport in 2008, the brand has quickly spread its wings across the States, opened its first European hotel in Brussels, and debuted in Abu Dhabi in the Middle East as well as Bangkok in Asia. It expects to have 70 hotels worldwide by 2013, with a flurry of openings planned for Asia. Now it has arrived in the UK with the launch of Aloft London ExCeL. On regenerated Royal Victoria Dock, the


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property is adjacent to London’s ExCeL Exhibition Centre, a 25-minute journey from


loft is a juggernaut of a hotel brand. Its roll out as been described by its owners Starwood as “the fastest ramp-up in


central London on the District Light Railway. “The influx of investment in East London ahead of the Olympics including the arrival of Aloft, is proving hugely beneficial,” says Brian McGuinness, Senior VP of Starwood’s Aloft, Element and Four Points by Sheraton brands. “More than £11bn in investments is set to flow into the capital before 2012, funding a range of new developments. We are proud to be part of this regeneration project, bringing a brand new concept to an area we believe will be much sought after from both business travellers and consumers.” The launch follows the opening of Aloft


Abu Dhabi, where Starwood worked with ADNEC, the Abu Dhabi National Exhibitions Company, to open the brand’s first hotel in


094 MARCH / APRIL 2012 WWW.SLEEPERMAGAZINE.COM


PREVIOUS PAGE, THIS PAGE AND OPPOSITE: The building’s ‘serpentine’ layering reduces internal corridor lengths and brings natural daylight into the central lift core lobby whilst addressing the site restrictions generated by complex service infrastructure surrounding the exhibition centre


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