aloft Hotels to Debut in State of Victoria with the Signing of aloft Melbourne South Yarra

Starwood Hotels & Resorts Signs Third aloft Hotel in Australia, Bringing the Brand’s Buzzing Social Scene to Melbourne

SYDNEY - July 26, 2016 - (BUSINESS WIRE) - Starwood Hotels & Resorts Worldwide, Inc. (NYSE:HOT) today announced it has signed an agreement with Spotlight Group Holdings Pty Ltd (“Spotlight”) – to debut its leading-edge aloft brand in Melbourne, Australia’s cultural capital. Slated to open in early 2019, the new build 176-room hotel will form the centrepiece of a state-of-the-art mixed-use development located at 402 Chapel Street in South Yarra, known as “402 Chapel,” designed by international architect Tim Kobe from the strategic design firm, Eight Inc.

“Together with Spotlight Group Holdings we’re delighted to bring the first aloft hotel to the city of Melbourne. The brand continues to experience rapid growth globally and locally here in Australia, where we currently have two aloft hotels under construction in Adelaide and Perth,” said Sean Hunt, Vice President of Starwood Hotels & Resorts Pacific. “The aloft brand and its ‘different by design’ approach is the perfect match for a vibrant and sophisticated city like Melbourne, where there is a growing demand for affordable yet stylish tech-forward hotels.”

Located 40 minutes from Melbourne Airport at the heart of South Yarra on Chapel Street – Melbourne’s trendy shopping and entertainment strip – aloft Melbourne South Yarra will be steps away from the city’s celebrated restaurant, bar and arts scene, as well as the central business district and transportation network. Other nearby attractions include Melbourne’s favourite beachside suburb, St Kilda; Melbourne Cricket Ground; and the popular Prahran Market.

“We are excited to partner with Starwood to debut the aloft brand in Victoria. Our mixed-use development will include ground floor retail tenancies, first floor commercial, conference facilities, 40 exclusive residences and urban-inspired hotel accommodations featuring a rooftop pool, bar and restaurant, which will create a hip, new social hub on South Yarra’s fashionable and buzzing Chapel Street,” said Zac Fried, Deputy Chairman, Spotlight Group Holdings. “Whilst we considered various more traditional hotel options for the site, we were drawn to aloft’s tech-forward DNA. No other brand caters to the evolving global traveller like aloft Hotels.”

“Since it emerged in 2008, the aloft brand has grown at a rapid rate, recently opening its 100th hotel worldwide,” said Andrew Taylor, Director Acquisitions and Development, Starwood Hotels & Resorts Pacific. “The brand continues to drive accelerated interest from investors and developers across all markets in Australia who want to shake up the traditional mid-market hotel sector. aloft offers a unique model with its urban-inspired design, innovative technologies and lively social atmosphere, catering to the next generation of hyper-connected travellers.”

aloft Melbourne South Yarra will offer 176 guestrooms, all featuring the brand’s signature high ceilings, oversized windows and ultra-comfortable platform bed, as well as large walk-in showers with complimentary Bliss Spa® products. The hotel will showcase the brand’s signature Re:mixSM lounge and W XYZ SM bar, providing guests with buzzing, atmospheric public spaces where they can catch up on emails, read the papers, play a game of pool or grab a drink with friends. Guests will be able to re-energise in the Re:chargeSM fitness centre and grab a bite to eat at Re:fuel by aloftSM a one stop, 24-hour grab-and-go food and beverage area. The hotel will also feature a roof top terrace, swimming pool, parking facilities and 300 sqm of function rooms, all equipped with the latest generation of audio-visual hardware.

aloft Melbourne South Yarra joins Starwood’s robust portfolio of 29 hotels in the Pacific, including 17 operating hotels and another 12 in the pipeline, with aloft Perth Rivervale and aloft Adelaide set to open in 2017 and 2018, respectively.

Let’s get social. Follow @aloftHotels on Twitter, check us out on Instagram @aloftHotels, or head to

About aloft Hotels

With 100 hotels open now and coming soon in 15 countries around the world, Starwood’s aloft brand delivers a fresh approach to the traditional staid hotel landscape. For the ‘always on’ next generation of traveller, the aloft brand offers a tech-forward, vibrant experience and a modern style that is different by design. For more information, please visit aloft, like all brands within Starwood's portfolio, is proud to offer the Starwood Preferred Guest (SPG®) program, the industry’s richest loyalty program. To learn more, please visit

About Starwood Hotels & Resorts Worldwide, Inc.

Starwood Hotels & Resorts Worldwide, Inc. is one of the leading hotel and leisure companies in the world with more than 1,300 properties in some 100 countries and approximately 188,000 employees at its owned and managed properties. Starwood is a fully integrated owner, operator and franchisor of hotels, resorts and residences under the renowned brands: St. Regis®, The Luxury Collection®, W®, Westin®, Le Méridien®, Sheraton®, Tribute Portfolio™, Four Points® by Sheraton, aloft®, and Element®, along with an expanded partnership with Design Hotels™. The company also boasts one of the industry’s leading loyalty programs, Starwood Preferred Guest (SPG®). Visit for more information and stay connected @starwoodbuzz on Twitter and Instagram and

This Smart News Release features multimedia. View the full release here:

SOURCE Starwood Hotels & Resorts Worldwide, Inc.

Media Contacts:

Ashley Chapman
Global Public Relations, aloft, Element & Four Points

Lizzy Chadwick
GTI Tourism on behalf of Starwood Hotels & Resorts
61 (0)2 9028 3596
61 (0) 456 187 522

Rachel Jones
GTI Tourism on behalf of Starwood Hotels & Resorts:
61 (0) 2 9028 3593


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With 100 hotels open now and coming soon in 15 countries around the world, Starwood's aloft brand delivers a fresh approach to the traditional staid hotel landscape.


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