Thornsett Group

Trendy New Brussels Hotel Leads Way

Elite hotels chain Starwood Hotels and Resorts Worldwide is launching a hip new hotel in the heart of buzzing Brussels via its newly acquired Aloft Hotels.
Aloft Brussels Schuman is the first Aloft hotel to open in Europe, delivering modern, urban-inspired design and a lively, colourful guest experience for an affordable price.
Newcomer among luxury brands on the European elite hotels scene, Aloft introduces a new jet-setting style, with the Aloft Brussels Schuman featuring loft-like guest rooms, a buzzing lobby bar and a grab-and-go cafe.
Owned by Thornsett Group, the hotel will feature special, larger suites entitled ‘breezy Lofts’ and encompass industrial design elements throughout.
With more than 40 hotels open since its June 2008 debut, Aloft Hotels has become the talk of the hospitality industry by going global while in launch mode. Aloft currently operates hotels in five countries – the USA, Canada, China, the United Arab Emirates and India, with Belgium marking its sixth destination.
Besides opening its first hotel in Europe with the Aloft Brussels Schuman, Aloft is continuing its global expansion with further openings planned in India and the USA as well as brand introductions in Thailand and the UK.
“The launch of Aloft in Europe underscores the strength of the Starwood network and the power of the Aloft brand,” said Brian McGuinness, Senior Vice President, Specialty Select Brands for Starwood.
“Aloft’s emphasis on high design and affordability translates globally and is attracting a growing group of loyal travellers. 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’s emphasis on high design and affordability translates globally and is attracting a growing group of loyal travellers. 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.”
Roeland Vos, President, Starwood Hotels & Resorts Europe, Africa and Middle East commented: “We are thrilled to introduce Aloft to Brussels, a fitting choice for the brand’s debut in Europe.
“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.”
The spacious guest rooms (minimum of 28m2) will feature the brand’s signature ceilings of nearly three meters high, oversized windows and an ultra-comfortable bed as well as roomy walk-in showers and bath amenities created by Bliss Spa.
Each Aloft room will also be equipped with complimentary wireless Internet access and a unique plug-and-play connectivity solution which connects most electronic devices to the 42? flat-screen TV, turning the room into a high-tech office as well as an entertainment centre.