Boutique brand targets London ahead of Olympic Games

Although South Africa and Shanghai have undoubtedly been the most recent hotel construction hotspots ahead of the FIFA World Cup and World Expo, boutique hotel brand Aloft has shifted the attention to Europe ahead of the London 2012 Olympics.

The chain announced June 8 that it is to open its second European property in the heart of the east end of Britain's capital city, in time to welcome the spectators that are expected to flock to the games.

The 252-room property will be constructed at ExCeL, a popular conference center in the city and the venue for the games' boxing, fencing, judo, table tennis, taekwondo, weightlifting, and wrestling events.

The guest rooms will all be nearly three meters high, with walk-in showers and the brand's signature electronic gadgetry and free wifi internet.

A communal lobby will offer a combined work and leisure area, complete with bar and pool table and a 24 snack bar and fitness centre will also be available.

London has some exciting new projects in the pipeline as construction continues on its Olympic sites.

Later this year, Aloft's sister brand W Hotels will open a flagship property in Leicester Square, which will be followed shortly after by the nearby Café Royal Hotel on London's famous Regent Street.

Luxury chain Shangri-La also has a new property scheduled to open in London Bridge in 2012, while Dubai-based Aquiva plans to moor a 170 meter megayacht in the Thames Quay to act as a 158-room floating hotel during the games.

http://www.starwood.com

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