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Starwood Hotels & Resorts Worldwide, Inc. (NYSE:HOT) today announced the signing of Aloft Kiev, which will mark the entrance of Aloft Hotels into Ukraine when it opens in 2015. Created to shake up the staid and traditional mid-market hotel sector, Aloft is redefining the category with its different by design approach to style and a vibrant social guest experience, at an affordable price point.
“We are excited to grow Starwood’s presence in Eastern Europe as we bring the Aloft brand to Ukraine,” said Michael Wale, President, Starwood Hotels & Resorts, Europe, Africa and Middle East. “As one of the region’s most important industrial, educational and cultural centers, Kiev has seen steady increase in foreign tourist arrivals over the years and has become an attractive leisure and business travel destination. Aloft is the perfect match for a vibrant city like Kiev as it provides an entirely new, stylish and affordable approach to hospitality within the mid-market segment.”
Aloft Kiev will be centrally located in the Central Business District (CBD), in close proximity to numerous business establishments, and public, retail, sports, culture and entertainment venues.
Pioneering initiatives in music, design, and technology have positioned Aloft as a must-have brand for the next generation of travellers. Aloft has reported consistently high guest satisfaction scores since its launch in 2008 and is gaining market share and building traveller loyalty, reflecting the success of the brand’s unique positioning.
“Aloft has become a popular choice for owners and developers around the world looking to fill the void in the mid-market hotel category,” said Bart Carnahan, Senior Vice President, Acquisitions & Development, Europe, Africa and Middle East Division, Starwood Hotels & Resorts. “The signing of Aloft Kiev underlines Starwood’s continued commitment to expanding our portfolio of mid-market brands throughout Europe, with a focus on primary and secondary markets throughout Russia and CIS.”