Industry NewsBrandsAloft Brand to Debut in Australia

Aloft Brand to Debut in Australia

SYDNEY—Starwood Hotels and Resorts Worldwide has announced that its Aloft Hotels brand will soon enter the Australian market for the first time. Owned by BAAC Pty Ltd, an affiliate of BGC (Australia) Pty Ltd, the 224-room Aloft Perth Rivervale will open in late 2016. This latest signing represents Starwood’s third property in Perth, following the opening of Four Points by Sheraton Perth in June 2012 and the signing of a management agreement for The Westin Perth, also owned by BGC, due to open in early 2017.

“Perth is undergoing a rapid transformation with the opening of restaurants, bars, and retail outlets and a $750 million investment in its airport, all of which are creating a growing need for new, innovative, and affordable accommodations,” said Matthew Fry, senior vice president, acquisitions and development, Asia Pacific, Starwood Hotels and Resorts. “Perth is a dynamic market, and this is the right time and destination for us to introduce the Aloft brand to Australia.”

Located in the suburb of Rivervale, just east of Perth’s CBD, the Aloft hotel is part of a redevelopment project that will transform riverfront land into a commercial and residential precinct. Facilities at the hotel will include the brand’s signature W XYZ bar, Re:fuel(SM), a one-stop grab-and-go food and beverage area, and a full-service restaurant. In addition, the hotel will offer a fitness center, swimming pool with outdoor terrace area, 5,920 square feet of meeting space, additional rooftop function space, and guest parking.

Director of BGC (Australia) Pty Ltd. Julian Ambrose said the commitment to a long-term management contract with Starwood Hotels and Resorts for the first Aloft hotel in Australia is a strategic and important partnership for BGC Development. “Aloft’s success internationally is very impressive. The brand offers a modern, authentic experience that travelers have not seen in the Australian market. Together with Starwood’s proven track record and strong guest loyalty, we believe this will be another successful venture that will further develop our commercial relationship,” Ambrose said.