Aloft to Add Two New Hotels in Latin America

MIAMI—While at the Hotel Opportunities in Latin America (HOLA) Conference, Starwood Hotels & Resorts Worldwide, Inc. unveiled plans for the Aloft brand’s debut in Veracruz, the main commercial seaport in Mexico, and Queretaro, one of the fastest-growing cities in the country.

The hotels are additions to the brand’s existing portfolio in the region, which includes Aloft Bogota Airport in Colombia, Aloft San Jose in Costa Rica, Aloft Panama, Aloft Cancun and Aloft Guadalajara in Mexico; and the recently opened Aloft Asuncion in Paraguay. Aloft is Starwood’s fastest-growing brand in Latin America with a robust pipeline of seven hotels in different stages of development in three countries, according to the company.

“We are thrilled to celebrate the success of the Aloft brand in Latin America at the 2016 HOLA conference,” said Victor Vazquez, VP of Latin America Development, Starwood Hotels & Resorts Worldwide, Inc. “Aloft burst onto the scene in the region in 2011, and we are on schedule to more than double our footprint by 2019, making it one of the most successful brands in Starwood’s history in the region.”

Aloft Veracruz is set to open by the end of 2017, developed by FibraHotel and managed by Starwood. It will be located on Boulevard Adolfo Ruiz Cortines, one of the main avenues in the Veracruz-Boca del Rio area, and across the street from the Veracruz Convention Center, near the Andamar and Las Americas shopping centers. It will feature 165 loft-like guestrooms.

“We are proud to add the Aloft brand in the Veracruz market to our portfolio and look forward to collaborating with Starwood on this hotel as we continue to grow our partnership,” said Simon Galante, CEO of FibraHotel. “Starwood operates many of the industry’s most well-respected and innovative hotel brands, and also has a leading operating platform. We are excited to work with them as we continue to grow our portfolio of over 80 hotels in Mexico.”

Additionally, Starwood told HOLA attendees an agreement was signed with Inmobiliaria ARAT SA de CV to open Aloft Queretaro as a franchised hotel operated by Grupo Presidente in 2018. Aloft Queretaro will mark the brand’s debut in one of the fastest growing cities in Mexico. The hotel will be located in Juriquilla, an industrial corridor located on the northern end of the city, near the Antea Lifestyle Center, a popular shopping and entertainment center.

Aloft said that the Queretaro hotel will feature bold and stylish design in guestrooms and public spaces as well as free WiFi. It will also provide guests with programming that is unique to the Aloft brand, Live At Aloft Hotels performances by emerging talent, and signature cocktails at the WXYZ bar. The hotel will also feature Re:fuelSM by Aloft, a café where guests can grab breakfast and lunch while on the go and Aloft’s signature Re:chargeSM fitness center and a Splash pool.

“Queretaro is known as one of the most beautiful cities in Mexico, and we are very proud to introduce the first Aloft Hotel in the city,” said Rodrigo Soto, GM of Inmobiliaria ARAT SA de CV. “We are working with one of the best architecture firms in Mexico to design the hotel, which will allow our guests to feel at home, even when they travel for business with spacious areas for relaxing, such as the WXYZ bar, the patio or the pool. We look forward to welcoming our guests to the grand opening of the hotel and to Queretaro, one of the fastest developing cities in Mexico.”

Both properties will offer SPG Keyless—a mobile, keyless entry system— where guests have the ability to use their smart phone as a key. The technology is currently available at most Aloft, Element and W Hotels globally.

Aloft said it continues to enter new markets—including recent openings in Asuncion, Paraguay and Munich and Stuttgart, Germany—and is on track to double its footprint in Latin America in less than two years.

“Aloft is one of Starwood’s fastest growing brands with more than 100 hotels around the world, and we are thrilled to continue our expansion in Latin America,” said Brian McGuinness, SVP for Specialty Select Brands for Starwood. “Aloft’s distinct lifestyle positioning, modern design, innovative technologies and vibrant social scene make it the most appealing brand for today’s connected traveler.”