Starwood to bring Aloft, Element brands to Dubai

Starwood is to bring the Aloft and Element brands to Dubai for the first time, with two new hotels being developed by Wasl Hospitality & Leisure LLC, a subsidiary of Wasl Asset Management Group.

Scheduled for completion in 2018, the addition of Aloft Dubai Raffa and Element Dubai Raffa to its portfolio will mean that all nine of Starwood’s brands will be present in Dubai. With 15 hotels already open and now six in the pipeline, the emirate is he operator’s second largest market after New York.

The hotels will be located near Dubai Maritime City, the new development at Port Rashid, and close to Sheikh Zayed Road.

Aloft is Starwood’s mid-market lifestyle brand, while Element, which is inspired by Westin, is its green, boutique brand.

“We are very excited to introduce the Aloft and Element brands into Dubai, and are delighted to expand Starwood’s successful relationship with Wasl Hospitality and Leisure,” said Starwood Hotels & Resorts, Europe, Africa and Middle East president Michael Wale.

“With the Dubai government promoting mid-scale hotel development ahead of the Dubai World Expo 2020, we believe the timing is right to widen the reach of our signature Aloft and Element experiences, which are revolutionising the hospitality industry by delivering a modern, urban-style experience at an affordable price.”

Aloft Dubai Raffa and Element Dubai Raffa, which will have 165 and 96 rooms respectively, will be operated as a single complex.

The Aloft hotel will feature the brand’s signature W XYZ Bar, where guests can mix and mingle over good music, and re:fuel by Aloft, the grab and go eatery open 24 hours a day. Other facilities will include re:charge, the fully equipped fitness centre, and an outdoor pool. All of Aloft Raffa’s facilities will be accessible to guests of Element Raffa.

“Bringing the Aloft and Element brands to Dubai for the first time is the latest initiative in the long and fruitful relationship that Wasl has enjoyed with Starwood Hotels & Resorts,” said Wasl Asset Management Group CEO HE Hesham Abdullah Al Qassim.

“Wasl is committed to supporting the growth of Dubai’s hospitality sector, particularly in the mid-range segment, which has been identified as being an important area of hotel expansion in the run up to Expo 2020. We are delighted to have partnered in the launch of two new exciting concepts for visitors to the city and look forward to playing a continued role in helping to fulfil Dubai’s vision.”