Majid Al Futtaim and Starwood Hotels & Resorts Worldwide have signed an agreement to open an Aloft hotel directly connected to City Centre Deira, the Middle East’s first integrated shopping, leisure and entertainment destination.

Scheduled to open in 2018, Aloft Dubai City Centre Deira will bring a vibrant social scene and tech-forward mindset to hospitality in the UAE emirate.

The construction contract at Aloft Dubai City Centre Deira has been awarded to Laing O’Rourke and work commenced at the start of June 2016. The project is expected to be completed in Q1 2018 and will become the fourth hotel partnership between Majid Al Futtaim and Starwood Hotels & Resorts Worldwide, which already includes Sheraton Dubai Mall of the Emirates, Le Meridien Bahrain City Centre, and Westin Bahrain City Centre.  

Aloft Dubai City Centre Deira will feature 304 spacious guest rooms, including 29 suites, with plush platform beds, large walk-in showers and complimentary Bliss amenities. The hotel will also feature an outdoor rooftop VOX Cinema and a cinematic-themed floor of rooms and suites. Designed with the needs of the savvy next-generation traveller in mind, the hotel includes SPG Keyless, Starwood’s industry-first keyless entry system that enables guests to use their smartphone or Apple watch as a room key, as well as fast and free wi-fi throughout the property.

Simon Barlow, chief executive officer of Hotels at Majid Al Futtaim – Properties, said: “We look forward to welcoming Aloft Dubai City Centre Deira to our world-class hotel portfolio. The hotel will offer guests an exceptional experience not only because it will combine Majid Al Futtaim’s development expertise with the operational excellence of Starwood Hotels & Resorts, but because it will be directly linked to the iconic City Centre Deira and feature an outdoor VOX Cinema. It is this integration, which sits at the heart of our business model, that sets our hotels apart from the competition and ensures we always fulfil our vision of creating great moments for everyone, every day.”

Aloft Dubai City Centre Deira will increase the number of hotels operated by Majid Al Futtaim in the UAE to 11. This deal also strengthens Starwood’s position across the country where the company currently operates 26 hotels with 17 more properties in its pipeline.

Neil George, senior vice president, Acquisitions & Developments, Africa and Middle East, Starwood Hotels & Resorts Worldwide, also commented: “The UAE is our strongest growth market in the Middle East with Dubai being an integral part of our expansion strategy in the region. Aloft hotels continue to spearhead Starwood’s growth in the mid-market segment and is expected to quadruple its portfolio in the Middle East by 2020.”

The property will be home to the brand’s signature W XYZ Bar, a social public space where guests can mix and mingle over good music; a speciality dining restaurant; Re:FuelSM by Aloft, the ‘grab and go’ eatery open 24 hours a day; and Re:Mix Lounge, where light bites will be served. Additional amenities include Re:Charge, the fully equipped fitness centre that will allow guests to maintain their workout routine while travelling; spa with Bliss Spa products; and a refreshing outdoor Splash pool. For events and conferences, Aloft Dubai City Centre Deira will offer a 200 sqm space featuring four meeting rooms equipped with the latest audio-visual technology.

Aloft made its debut in the Middle East in 2009 with Aloft Abu Dhabi. The signing of Aloft Dubai City Centre Deira reinforces the momentum behind the brand’s rapid expansion in the Middle East, where there will be 14 Aloft hotels by 2020 in Saudi Arabia, Qatar, Oman and the UAE. - TradeArabia News Service