STAMFORD, Conn.–(hospitalitybusinessnews.com)– Starwood Hotels & Resorts Worldwide, Inc. today announced plans to debut its Aloft brand in West Palm Beach, Florida. Set to open early in 2018, Aloft West Palm Beach will offer 140 spacious, loft-like rooms, an active social scene and innovative music programming. Owned and managed by a joint venture between Sunview Companies and HES Group, the new Aloft will be part of a sleek, mixed-use development in a prime downtown location.
“We are experiencing accelerating demand for Aloft in markets worldwide due to the brand’s resounding success with early adopters who appreciate its distinct design, buzzing social scene and innovative offerings,” said Brian McGuinness, Senior Vice President, Specialty Select Brands for Starwood. “Aloft continues to build global buzz as we approach the brand’s 100th hotel milestone.”
The seven-story Aloft hotel will anchor a new mixed-use occupancy complex on the northeast corner of Third Street and Rosemary Avenue, which will include ground-floor retail and an upscale restaurant. Hotel amenities will include an expanded 4,500 square-foot outdoor Splash pool, as well as a sundeck, Spa, large fitness center, and approximately 1,500 square feet of flexible meeting space. The signature W XYZ® bar will be the perfect spot for guests to enjoy a refreshing cocktail and catch the latest up-and-coming music acts as part of the brand’s signature Live At Aloft Hotels music series.
“We look forward to the opening of Aloft West Palm Beach, which will provide a fresh, new option for visitors to the vibrant city and help meet the demand for high-caliber lodging generated by the business district and the West Palm Beach Convention Center,” said Albert Ovadia of Sunview Companies. “The new Aloft will also play an important role in the ongoing development of the city’s downtown.”
Aloft West Palm Beach will be in close proximity to the core downtown business district and the West Palm Beach Convention center, as well as the shops, dining and entertainment at City Place. Located within walking distance of numerous high-end boutiques, cafés and restaurants along the Clematis Street corridor, the hotel is less than a mile from the beach and just five miles from Palm Beach International Airport (PBI).
“We continue to aggressively expand Aloft across North America, and the brand is gaining significant momentum in Florida where we will have eight Aloft hotels open in the state by year’s end,” said Allison Reid, Senior Vice President of North America Development, Starwood Hotels & Resorts Worldwide, Inc. “The brand has generated a strong following among next generation travelers and continues to attract a growing number of owners and developers who are eager to introduce Aloft to new markets.”
“We are proud partners with Starwood Hotels on our third Aloft hotel in Florida. Our focus with the brand has been to develop Aloft hotels in prestigious and central locations. By focusing on downtown business districts we have been able to provide practical and aesthetic appeal to our clientele,” said Pedro Villar, CEO, Sunview Companies.
“Aloft is a great choice for this new mixed-use development and will appeal to both business and leisure travelers with its leading-edge design, innovative programming and lively social scene,” said Francisco Arocha, CEO, HES Group.
The Aloft brand’s innovative and exclusive initiatives set it apart. Aloft Hotels recently announced the launch of SPG Keyless—an evolution of Aloft’s Smart Check-in— the hospitality industry’s first mobile, keyless entry system allowing guests to use their smart phone as a key. The technology is available at select Aloft, Element and W Hotels worldwide. This forward-thinking initiative is part of the brand’s innovative DNA. Additionally, every Aloft Hotel around the world 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.