Aloft brand debuts in Europe with Brussels hotel opening

BRUSSELS Aloft Brussels Schuman has opened in the Belgium capital, marketing the debut of the select-service Starwood Hotels and Resorts Worldwide brand in Europe.

Owned by London-based Thornsett Group, the 147-key Aloft Brussels Schuman is located in the heart of the buzzing European Union district.

“The launch of Aloft in Europe underscores the strength of the Starwood network and the power of the Aloft brand,” says Brian McGuinness, senior vice president of specialty select brands for Starwood. “Aloft’s emphasis on high design and affordability translates globally and is attracting a growing group of loyal travelers. In fact, Aloft represents one of the strongest brand launches in industry history, and its international expansion so early in the brand’s life cycle is unprecedented.”

Aloft Brussels Schuman is the fifth Starwood Hotel in Belgium, joining Le Méridien Brussels, Sheraton Brussels Hotel, Sheraton Brussels Airport Hotel and Four Points by Sheraton Brussels.

With more than 40 hotels open since its June 2008 debut, Aloft Hotels currently operates hotels in five countries: the United States, Canada, China, the United Arab Emirates and India, with Belgium marking its sixth country market. Aloft’s pipeline includes additional properties in India and the United States, as well as brand introductions in Thailand and the UK.

“We are thrilled to introduce Aloft to Brussels, a fitting choice for the brand’s debut in Europe,” says Roeland Vos, president of Starwood Hotels & Resorts in Europe, Africa and the Middle East. “The hotel’s strategic location in the heart of the European Quarter makes a bold statement about how the brand is taking its innovative, fresh perspective on hotels to the most important locations around the world.”

Aloft Brussels Schuman will boast atmospheric public spaces where guests can mix and mingle, read the paper, work on laptops, play a game of pool or grab a drink with friends at the Re:mix lounge and the W XYZ bar.

For work meetings, training courses and presentations, the hotel’s Tactic meeting rooms, which are equipped with the latest generation of audiovisual hardware, provide a creative space for groups of up to 50 people.