October 2014


Aloft Liverpool brings cutting-edge design and intuitive technologies to one of Liverpool’s most beautiful Grade II listed buildings

Starwood Hotels & Resorts Worldwide, Inc.® (NYSE:HOT) today announced the opening of Aloft Liverpool, the second Aloft hotel in the UK. Set in the 110year old Royal Insurance Building, Aloft Liverpool is an adaptive reuse project that is breathing new life into this historic building. Delivering urban-influenced design and an energetic guest experience at an affordable price point, Aloft Liverpool will feature 116 loft-like guest rooms and Aloft Hotel’s signature W XYZSM bar, an atmospheric public space where guests can mix and mingle, work on laptops or grab a drink with friends. 

Located in central Liverpool on the corner of Dean Street and North John Street, the sleek new hotel is perfectly situated within easy reach of the fabulous shops, buzzing nightlife and worldclass galleries and museums. Getting around the city couldn’t be easier, the central business district and key visitor attractions are all within walking distance. 

The opening of Aloft Liverpool is the culmination of an £18 million investment project to regenerate and preserve Liverpool’s historic Grade II listed Royal Insurance Building. The development has been led by Ashall Property who worked alongside Liverpool City Council and English Heritage to transform this, once neglected, building into a sleek new, hotel. 

Aloft Liverpool is the fourth Aloft hotel in Europe and second in the UK, with five more slated to open across Europe in the next three years. A Starwood Hotels & Resorts brand, Aloft Liverpool is managed by Redefine | BDL hotels, the leading hotel management company in the UK managing a diverse collection of branded and private label hotel properties across the UK and Africa. 

“Aloft is enjoying tremendous global growth fuelled by the enthusiasm of savvy travellers who want high style, great technology and a fresh, fun atmosphere all at an affordable price.” said Colin Bennett, Area Manager UK & Ireland, Starwood Hotels & Resorts. “Aloft Liverpool perfectly illustrates how we can transform a once derelict, historic building, into a world-class hotel and bring new life into the local area. We are extremely proud of what has been achieved and feel confident that both the local community and visitors to Liverpool alike will embrace the transformation of this much-loved building.”

Aloft Liverpool boasts urban-inspired spacious rooms, featuring the brand’s signature ceilings of nearly three metres high, oversized windows and ultra-comfortable plush platform beds. Guests can enjoy large walk-in showers with rainfall showerheads and complimentary Bliss Spa® bath amenities. Designed for the tech-savvy, self-sufficient, next generation of global travellers, Aloft Liverpool offers fast and free Wi-Fi throughout the hotel and each room is equipped with a unique plug-and-play connectivity solution that connects most electronic devices to the 42’’ LED TV, turning the room into a high-tech office as well as an entertainment centre.

Recreational facilities at the hotel include Re:chargeSM fitness centre, which is open 24/7 for guests’ gym fixes day or night. Visitors can also grab a quick foodie fix at Re:fuel by AloftSM, a onestop, 24-hour grab-and-go food and beverage area. arf SM  is an exclusive pet-friendly programme, where pets can enjoy a stay with complimentary treats and toys. The hotel also offers a suite of five tactic meeting rooms equipped with state-of-the-art audio, visual, plasma TV and complimentary Wi-Fi. 

Aloft Liverpool’s W XYZSM bar is the perfect place for hotel guests and locals alike to enjoy a refreshing cocktail and catch up-and-coming music acts that are part of Aloft’s signature Live at Aloft Hotels music events. Opening their doors to fresh music perspectives, Aloft Hotels regularly team up with cutting-edge musicians to bring live performances to properties around the world.

“The energy of Aloft is a perfect match for the vibrant city of Liverpool.” said Brian McGuinness, Senior Vice President, Specialty Select Brands for Starwood Hotels and Resorts. “Furthermore, the city’s long history of creating world-class music perfectly fits with Aloft’s passion for supporting new and emerging musical talent. We look forward to providing Liverpool’s finest acts with a new stage on which to perform.”

Helder Pereira, CEO, Redefine|BDL Hotels comments: "We're thrilled to be managing such an iconic property, in the exciting city of Liverpool. Aloft Liverpool’s modern guest experience is set to energise the hotel scene in the city by offering an appealing new option to the next generation of travellers.”