Aloft by Starwood enters the Australian market

Wednesday 2, April 2014


Aloft by Starwood enters the Australian market


Starwood Hotels and Resorts Worldwidetoday announced that its rapidly expanding Aloft Hotels brand will soon enter the Australian market for the first time


Owned by BAAC Pty Ltd, an affiliate of BGC (Australia) Pty Ltd (BGC), Aloft Perth Rivervale will open in late 2016, featuring 224 loft-like rooms, leading-edge technology and a lively social atmosphere.


This latest signing represents Starwood’s third property in Perth, following the opening of Four Points by Sheraton Perth in June 2012 and the signing of a management agreement for The Westin Perth, also owned by BGC, due to open in early 2017.


“We are delighted to introduce our stylish Aloft brand to Australia in partnership with BGC, which has established a strong reputation of quality and innovation in this market,” said Stephen Ho, President, Starwood Hotels & Resorts, Asia Pacific. “This announcement signals a momentous occasion for Starwood as we continue to build on our strong success in the region. The hotel will appeal to the next generation of travelers who appreciate urban-influenced design, accessible technology and live music performances at the signature W XYZ® bar, in close proximity to Perth city center.”


Located in the suburb of Rivervale, just east of Perth’s CBD, the Aloft hotel is part of a redevelopment project that will transform riverfront land into a commercial and residential precinct. Facilities at the hotel will include the brand’s signature W XYZ® bar where guests will enjoy a lively and vibrant social atmosphere as well as live music performances from up-and-coming local artists, Re:fuel(SM), a one-stop grab & go food and beverage area, and a full-service restaurant. In addition, the hotel will offer a fitness center, swimming pool with outdoor terrace area, 5,920 square feet of meeting space, additional rooftop function space, and guest parking.


Director of BGC (Australia) Pty Ltd. Julian Ambrose said the commitment to a long-term management contract with Starwood Hotels and Resorts for the first Aloft hotel in Australia is a strategic and important partnership for BGC Development.


“Aloft’s success internationally is very impressive. The brand offers a modern, authentic experience that travelers have not seen in the Australian market. Together with Starwood’s proven track record and strong guest loyalty, we believe this will be another successful venture that will further develop our commercial relationship,” said Mr. Ambrose.


“Perth is undergoing a rapid transformation with the opening of restaurants, bars and retail outlets and a $750 million investment in its airport, all of which are creating a growing need for new, innovative and affordable accommodations,” said Matthew Fry, Senior Vice President, Acquisitions & Development, Asia Pacific, Starwood Hotels & Resorts. “Perth is a dynamic market, and this is the right time and destination for us to introduce the Aloft brand to Australia.”


Aloft’s innovative and exclusive initiatives set it apart. Aloft recently announced that select properties will roll out Smart Check In, allowing guests to use their smartphones to check in to the hotel and open their guestroom door, bypassing the front desk. This follows on the heels of the first phase of Smart Check-In, the first mobile check-in using RFID check-in technology. In addition, Aloft offers live, free access to local emerging artists as well as some of the hottest bands with Live at Aloft Hotels programming at the W XYZ® bars.


Aloft Perth Rivervale will join Starwood’s robust portfolio in Australia, which currently comprises ten operating hotels across the country. The Sheraton Melbourne Hotel is scheduled to open later this month and The Westin Perth in 2017. In addition, there are four new hotels to open in the Pacific region including Sheraton Resort & Spa, Tokoriki Island, Fiji; Sheraton New Caledonia Deva Resort & Spa; Sheraton Samoa Aggie Grey’s Resort and Sheraton Samoa Aggie Grey’s Hotel & Bungalows. Starwood expects to have 20 operating hotels and resorts in the Pacific region by the end of 2014.



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