Starwood Hotels & Resorts has announced the signing of its first property in Liverpool: a 116-room Aloft hotel planned to open in 2014. The new Aloft Liverpool will occupy the renovated Grade II-listed Royal Insurance Building in the city’s heritage quarter and will include a lounge, a signature bar and a fitness center.
Located in a historic building, the hotel aims to combine contemporary style with preservation of the site’s architectural character. Aloft’s design language typically emphasizes open social spaces, modern technology and vibrant public areas, which the company intends to bring to this Liverpool location while respecting the building’s listed status.
Roeland Vos, president for Starwood Hotels & Resorts in Europe, Africa and the Middle East, said the company is pleased to introduce its first Starwood property in Liverpool. He noted that the U.K. presents attractive opportunities to expand the Aloft brand, driven by strong demand for affordable, stylish and forward-thinking hotel options.
The planned facilities—lounge, signature bar and fitness center—are intended to appeal to both leisure and business travelers seeking contemporary amenities in a central location. By restoring and repurposing the Royal Insurance Building, the development aims to contribute to the city’s ongoing regeneration while offering a fresh hospitality option for visitors.
As part of the broader strategy for growth in the U.K., the Liverpool project reflects Aloft’s focus on delivering design-led, technology-enabled stays at accessible price points. The opening, scheduled for 2014, will mark Starwood’s debut in Liverpool and expand the company’s presence within the region.