Starwood Hotels & Resorts Worldwide, a luxury hotel group, has signed an agreement with wasl hospitality & leisure, a subsidiary of wasl Asset Management Group, to debut the Aloft and Element brands in Dubai, UAE.

Scheduled to open in 2018, Aloft Dubai Raffa and Element Dubai Raffa will bolster Starwood’s presence in Dubai. With the debut of both brands, the UAE emirate will soon be home to all nine of Starwood’s brands.

“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 & leisure,” said Michael Wale, president, Starwood Hotels & Resorts, Europe, Africa and Middle East. “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 revolutionizing the hospitality industry by delivering a modern, urban-style experience at an affordable price.”

Located near Dubai Maritime City, the hotels will be conveniently located close to Sheikh Zayed Road and the heart of Dubai’s traditional commercial centre. Aloft Dubai Raffa and Element Dubai Raffa will be built simultaneously and operate as a unique complex offering 165 and 96 rooms, respectively.

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

Element Raffa marks the debut of Starwood’s trailblazing eco-wise brand in the UAE. Inspired by Westin, Element Hotels provide guests with space to live their lives, offering bright, modern design, green-minded sensibilities and a reimagined extended stay experience, perfect for the traveller who is visiting for a few days or a few weeks.

“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 Hesham Abdullah Al Qassim, CEO wasl Asset Management Group. “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.”

Starwood currently operates nearly 50 hotels and resorts across the Middle East under eight of the company’s nine distinct lifestyle brands including: The Luxury Collection, St. Regis, Sheraton, Westin, W Hotels, Le Méridien, Four Points by Sheraton and Aloft.

The company has plans to further expand its portfolio in the region with a pipeline of over 35 hotels due to open by 2017. – TradeArabia News Service