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Starwood Hotels & Resorts’ Aloft brand opens in Liverpool

Aloft Liverpool brings cutting-edge design to one of Liverpool’s most beautiful historical buildings

Starwood Hotels & Resorts Worldwide has announced the opening of Aloft Liverpool, the second Aloft hotel in the UK. Set in the 110-year old Royal Insurance Building, Aloft Liverpool is an adaptive reuse project that is breathing new life into this historic building. Delivering urban-influenced design and an energetic guest experience at an affordable price point, Aloft Liverpool will feature 116 loft-like guest rooms and Aloft Hotel’s signature W XYZ® bar, a buzzing social space where guests can mix and mingle, work or grab a drink with friends.

Located in central Liverpool on the corner of Dean Street and North John Street, the sleek new hotel is perfectly situated within easy reach of the fabulous shops, buzzing nightlife and world-class galleries and museums. Getting around the city couldn’t be easier, the central business district and key visitor attractions are all within walking distance.

The opening of Aloft Liverpool is the culmination of an £18 million investment project to regenerate and preserve Liverpool’s historic Grade II listed Royal Insurance Building. The development has been led by Ashall Property who worked alongside Liverpool City Council and English Heritage to transform this, once neglected, building into a sleek new, hotel.

“Aloft is enjoying tremendous global growth fuelled by the enthusiasm of travellers who want great design and a fresh, fun atmosphere” said Colin Bennett, Area Manager UK & Ireland, Starwood Hotels & Resorts. “Aloft Liverpool perfectly illustrates how we can transform a once derelict, historic building, into a world-class hotel and bring new life into the local area. We are extremely proud of what has been achieved and feel confident that both the local community and visitors to Liverpool alike will embrace the transformation of this much-loved building.”

Aloft Liverpool boasts urban-inspired spacious rooms, featuring the brand’s signature loft-like ceilings of nearly three metres high, oversized windows and ultra-comfortable plush platform beds. Guests can enjoy large walk-in showers with rainfall showerheads and complimentary Bliss Spa® bath amenities. Designed for the savvy next generation of global travellers, Aloft Liverpool offers fast and free Wi-Fi throughout the hotel and in the lobby.

Recreational facilities at the hotel include Re:chargeSM fitness centre, which is open 24/7 for guests’ gym fixes day or night. Visitors can also grab a quick foodie fix at Re:fuel by AloftSM, a one-stop, 24-hour grab-and-go food and beverage area. Arf SM is an exclusive pet-friendly programme, where pets can enjoy a stay with complimentary treats and toys. The hotel also offers a suite of five Tactic meeting rooms equipped with state-of-the-art audio, visual, plasma TV and complimentary Wi-Fi.

Aloft Liverpool’s W XYZ® bar is the perfect place for hotel guests and locals alike to enjoy a refreshing seasonal cocktail and catch up-and-coming music acts that are part of Aloft’s signature Live at Aloft Hotels music events. Opening their doors to fresh music perspectives, Aloft Hotels regularly team up with cutting-edge musicians to bring live performances to properties around the world.

“As Aloft continues its incredible growth momentum around the world, we’re thrilled to bring the energy of the brand to the vibrant city of Liverpool,” said Brian McGuinness, Global Brand Leader, Aloft Hotels. “Aloft has a longstanding passion for supporting up-and-coming music talent and we’re thrilled to offer an exciting destination to showcase local rising acts in this world-class music city.”

Aloft Liverpool is the fourth Aloft hotel in Europe and second in the UK, with five more slated to open across Europe in the next three years. Part of Starwood Hotels & Resorts company, Aloft Liverpool is managed by Redefine | BDL hotels, the leading hotel management company in the UK managing a diverse collection of branded and private label hotel properties across the UK and Africa.

Helder Pereira, CEO, Redefine|BDL Hotels comments: "We're thrilled to be managing such an iconic property, in the exciting city of Liverpool. Aloft Liverpool’s modern guest experience is set to energise the hotel scene in the city by offering an appealing new option to the next generation of travellers.”

Mark Ashall, Director of Ashall Property said: “The opening of the Aloft is the culmination of four years’ work on the project by Ashall Property and our development team. We are proud to have completed a stunning renovation of one of Liverpool’s most iconic buildings which has seen it being taken off the ‘at risk’ register and brought back into productive use. This has been a very challenging project and we would like to record our appreciation to Liverpool Council and all the other parties who contributed to its successful conclusion.”

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