Starwood Hotels’ Leading-Edge Aloft Brand Debuts in Sydney with the Signing of Aloft Sydney Pitt Street

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The FINANCIAL — Starwood Hotels and Resorts Worldwide, Inc. on May 12 announced the signing of a long term management agreement with 302 Pitt Operations Pty Ltd., an affiliate of Melbourne based investment and development company, Ninety Four Feet P/L, to debut its leading-edge Aloft brand, a vision of W Hotels, to Sydney, Australia.

Sydney’s first Aloft hotel will be located at 302 Pitt Street, after the city’s iconic Druids House building is transformed into a-state-of-the-art hotel by renowned, local designer, Carmen Glenister of Opera Studio Design and Sydney based Architects, Scott Carver, according to Starwood Hotels.

“Designed for the next generation of travelers, Aloft Sydney Pitt Street is an exciting addition to Starwood’s fast-growing portfolio, both in the Pacific region and globally,” said Sean Hunt , Regional Vice President, Starwood Hotels & Resorts, Pacific. “The hotel’s ideal location will make it very attractive to travelers already drawn to the brand’s distinctive energetic social atmosphere, innovative initiatives, and modern style that is different by design.”

Set to open in November 2016, the 136-room Aloft Sydney Pitt Street will be located in the heart of Sydney’s vibrant “Koreatown” district, close to the city’s business center and transportation network. Ever lively and eclectic, Koreatown attracts a young, fashionable set seeking extensive and varied dining, shopping and entertainment options. The hotel is close to Hyde Park, Pitt Street Mall— Australia’s busiest and most cosmopolitan shopping district— and George Street’s Event Cinema, home to Sydney’s red carpet premieres and film events. Aloft Sydney will appeal to stylish professionals and travelers seeking a new, dynamic option for their next city stay.

“Sydney is experiencing a significant revitalization across a number of its neighborhoods, which are evolving into hip, new urban hubs,” adds Andrew Taylor , Director of Acquisitions & Development at Starwood Hotels & Resorts, Pacific. “With a forward-thinking brand like Aloft, Aloft Sydney Pitt Street is set to be the epitome of style in the district with its tech-forward and distinctive design, and a new and much needed player to Sydney’s hotel scene.”

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Retaining various elements of the historic 1909 building, the new Aloft hotel will feature spacious loft-like guest rooms with many amenities signature of Aloft: ultra-comfortable signature platform beds with plush bedding, walk-in showers with custom amenities by Bliss® Spa, complimentary bottled water, and signature coffee. As with all Aloft hotels, there is fast-and-free wireless Internet access throughout the hotel and plug-and-play connectivity to connect electronic devices to the 42” flat-screen TV, turning the room into a high-tech office as well as an entertainment center.

The hotel’s ground floor will be a hub of buzzing activity, providing a stylish setting for guests to mix and mingle around the clock. Amenities that guests can look forward to include Re:fuelSM, the Aloft brand’s signature 24-hour gourmet grab & go food and beverage area. After hours, in-house guests and locals alike can enjoy refreshing cocktail and catch the latest up-and-coming music acts as part of the brand’s signature Live At Aloft Hotels music series in the signature w xyzSM bar which extends into an outdoor “Backyard” – a place where music, cocktails and fun flow freely.

Dean Rzechta, Managing Director, Ninety Four Feet P/L has made a dramatic entry in to the Sydney real estate sector having now secured a number of sites in the CBD and in prime suburban locations. “We are very pleased with the partnership we have forged with global operator, Starwood Hotels & Resorts; and we are excited about launching the first Aloft hotel in Sydney. Whilst we had considered several, more traditional options for this site, we were drawn by the strong performance of the Sydney hotel sector, and we believe the Aloft brand’s leading-edge DNA is set to help us realize the upside from this project.”

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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.

The signing of Aloft Sydney Pitt Street follows last year’s announcement of Aloft Perth Rivervale, slated to open in early 2017. Both Australian Aloft properties add to the global growth and buzz for the brand, with 100 hotels worldwide and growing since launching in 2005. Aloft Sydney Pitt Street will join Starwood’s robust portfolio in Australia, which currently comprises 10 operating hotels across the country. The Westin Perth and W Brisbane are scheduled to open in 2017 and 2018 respectively.


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