Starwood Hotels & Resorts Worldwide has partnered with Dubai Properties to open four new hotels in Dubai under the group’s Element and Aloft brands.
Scheduled to open in 2018, the hotels will add 816 rooms in Dubai, and is in line with the Dubai government’s focus on mid-scale hotel development ahead of Expo 2020.
The new hotels include the 227-key Aloft Dubai Dubiotech, which will be located in the world’s first free zone area dedicated to the life science industry.
Aloft Dubai Studio City will comprise 200 guest rooms, meeting space of up to 120m2 and all of Aloft’s signature brand elements.
Aloft Dubai IMPZ will be located in the International Media Production Zone and will offer 221 guest rooms.
All three Aloft properties will feature the brand’s signature W XYZ Bar, and re:fuel by Aloft, the grab and go eatery open 24 hours a day, in addition to an all-day dining outlet. Other amenities will include re:charge, the fully equipped fitness centre and an outdoor Splash pool, in addition to a backyard exterior public space, Clean Guest Laundry services, and Bliss Spa products.
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Element Dubai IMPZ will comprise 168 studio accommodations and double rooms. Signature amenities will include the brand’s RISE breakfast and RELAX evening reception, as well as saline swimming pools, fitness centres, bikes-to-borrow and electric vehicle charging stations.
Dubai Properties CEO Naaman Atallah commented: “As Dubai prepares itself to host a memorable World Expo 2020, Dubai Properties is proud to sign a four-hotel deal with Starwood Hotels & Resorts. The hotels under the Aloft and Element brands will offer two new concepts to the existing mid-market category in the Emirate, which will emerge as a vital segment in the run to the exposition.
"The time is right to launch new hospitality projects as demand for new hotel rooms continues to increase and culminate around this major event.”
Starwood global development president Simon Turner added: “We continue to experience increased worldwide demand for our mid-market brands given their global appeal for guests and strong performance. This is particularly true for Aloft where signings have more than doubled globally versus 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 announcement adds to recent mid-market signings by the group in the region. In February, the group had signed an agreement with Wasl Hospitality and Leisure to bring the two brands to Dubai for the first time.
In May, the group signed an additional five new projects under its Aloft and Element brands in Dubai, Doha, and Muscat. In the Middle East, Aloft is spearheading
Starwood’s growth in the mid-market segment and is expected to quadruple by 2019.
Bart Carnahan, senior vice president acquisitions & development, Starwood Hotels & Resorts, Europe, Africa & Middle East said: “The UAE presents great opportunities to expand in the mid-market sector where there is a high demand for reliable and affordable hospitality.
"Aloft and Element are revolutionising the hospitality industry, and we are excited to expand our already strong footprint in the market by introducing these brands into areas of Dubai where Starwood currently does not have a presence.”
Starwood currently operates 51 hotels and resorts across the Middle East under eight of the company’s 10 lifestyle brands.
Dubai remains the second largest market for the group after New York City, with 15 operating hotels.
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