Starwood Hotels & Resorts is to open properties under it's Aloft and Element mid-market brands as part of a dual development in the Tobacco Dock area of East London.
The newly built hotels, which will be owned by international investment company, the Fawzia Mubarak Al Hassawi Group, are due to open in 2017.
By the time the 251-bedroom Aloft London Tabacco Dock launches, it will be the third Aloft for the UK, following hotels at London ExCel and Liverpool, the latter which is due to open later this year. It will feature the brand's signature loft-like ceilings, oversized windows and platform beds, alongside a WXYZ bar, Re:charge fitness centre and Re:fuel by Aloft deli. Aimed at a new generation of travellers, the hotel will provide an opportunity for local, emerging artists and bands to display their artwork and musical talents.
The Element London Tobacco Dock, featuring 77 studios, one bedroom and two-bedroom suites, will mark the debut of Starwood's eco-wise brand in the UK. Launched in 2008, Element expects all its properties to pursue Leadership on Energy and Environmental Design (LEED), a green-building certification programme. Bedrooms will incorporate the Heavenly bed and fully-equipped kitchens, while guests will be able to borrow bikes and use electric vehicle charging stations.
Michael Wale, president, Starwood Hotels & Resorts, Europe, Africa and Middle East, said he is looking forward to a long-term collaboration with the Fawzia Mubarak Al-Hassawi Group.
"These agreements mark an exciting milestone for Starwood's growth in the UK and illustrate the strong demand for stylish, yet affordable accommodation in mature and strategically important markets such as London," he explained.
Fawzia Mubarak Al-Hassawi, president, Fawzia Mubarak Al-Hassawi Group, added: "I believe that the strength of Starwood's global brands, combined with our fantastic real estate development in Tobacco Dock, will generate significant value and further investment into this up and coming area of London. Furthermore, with Starwood's vast experience and international coverage, I am confident that this project will be successful both in terms of market awareness as well as bottom line results."
There are currently 100 Aloft hotels in 14 countries and 11 Element properties in the USA.