Starwood Expands in Dubai With New Hotels Under Aloft, Element Flags

DUBAI, UNITED ARAB EMIRATES—Starwood Hotels & Resorts Worldwide, Inc. and real estate developer Dubai Properties are set to open four new hotels in Dubai under Starwood’s Aloft and Element brand flags. The signing strengthens the company’s midrange portfolio with 11 announced deals year-to-date and more than 50% of Starwood’s Middle East pipeline.

Scheduled to open in 2018, the four new Aloft hotels and Element hotel will introduce 816 rooms in Dubai.

“I would like to thank Dubai Properties for putting their trust in Starwood and advancing the growth of Aloft and Element brands in the UAE with these four hotels,” said Michael Wale, president, Starwood Hotels & Resorts, Europe, Africa and Middle East. “As the fastest growing brand in the history of hospitality, Aloft meets Dubai’s demand for midscale hotels in both urban and industrial areas that bring life, innovation and personality at a great value.”

In the Middle East, Aloft hotels is spearheading Starwood’s growth in the mid-market segment and is expected to quadruple by 2019, according to the company. “We continue to experience increased worldwide demand for our mid-market brands given their global appeal for guests and strong performance,” stated Simon Turner, president, Starwood Global Development. “This is particularly true for Aloft where signings have more than doubled globally vs. the same time last year, including a surge of signings in the Middle East. With its innovative programming, design and tech-savvy approach, Aloft is especially well-positioned to grow throughout the Middle East.”

The three new Alofts in Dubai will feature the brand’s signature W XYZ Bar, a club-style bar; and re:fuel by Aloft, a grab-and-go eatery open 24 hours a day, in addition to an all-day dining outlet. Other amenities include re:charge fitness center and an outdoor splash pool, plus a backyard exterior public space, Clean Guest Laundry services and Bliss Spa products. 

The new properties include:

  • Aloft Dubai Dubiotech, which will feature 227 guestrooms and be located in the world’s first free zone area dedicated to the life science industry. The hotel is a short distance from the Dubai International Airport and near the new Dubai World Central International Airport. The hotel will also be equipped with three meeting rooms.
     
  • Aloft Dubai Studio City, which will be comprised of 200 guestrooms, meeting space, and all of Aloft’s signature brand elements. The hotel is located in Dubai Studio City, a part of Dubai Media City that drives business in broadcast, movie, television and music production. Located 15 minutes from Dubai International Airport and the city center, the hotel is accessible from all areas of Dubai.
     
  • Aloft Dubai IMPZ, which will be located in Dubai’s dedicated media production zone, International Media Production Zone, and will offer 221 guestrooms. The new hotel will serve as a hub for the art, printing, publishing and media production businesses in the area.
     
  • Element Dubai IMPZ, which will offer 168 studio accommodations and double rooms with signature amenities ranging from the RISE breakfast and RELAX evening reception to saline swimming pools, fitness center, bikes-to-borrow and electric vehicle charging stations.

Starwood currently operates 51 hotels and resorts across the Middle East under eight of the company’s 10 distinct lifestyle brands including: The Luxury Collection, St. Regis, Sheraton, Westin, W Hotels, Le Méridien, Four Points by Sheraton and Aloft. The company has plans to double its portfolio in the region in the next five years. Dubai remains the company’s second largest market after New York City with 15 operating hotels.