Starwood Hotels & Resorts is expanding its presence in the United Kingdom with a dual-hotel development in London that brings both the Aloft and Element brands to the city’s Docklands. The new properties, connected within the Tobacco Dock mixed-use district, are scheduled to open to guests in early 2017 and will strengthen Starwood’s growing footprint across the U.K.
The Aloft London Tobacco Dock will be Aloft’s second hotel in London and the third Aloft property in the United Kingdom. Designed to reflect the brand’s contemporary, loft-inspired aesthetic, the hotel will feature 251 guestrooms characterized by high ceilings, large windows and modern finishes. Guests can expect Aloft’s signature social spaces, including a stylish bar and lounge ideal for informal meetings or evening gatherings, a well-equipped fitness center for active travelers, and four flexible meeting rooms suitable for business events and small conferences. The hotel’s location within the Tobacco Dock area places it conveniently close to Canary Wharf and within easy reach of central attractions such as Tower Bridge and the Tower of London, making it suitable for both business and leisure travelers.
Element London Tobacco Dock will mark the brand’s debut in the U.K., bringing Starwood’s eco-conscious, extended-stay concept to London. The Element property will offer 77 light-filled accommodations, including studio units as well as one- and two-bedroom suites. Each suite is planned to include practical amenities designed for longer stays: flat-screen televisions, generous work desks with open shelving and layouts that emphasize natural light and functionality. Element hotels emphasize sustainability, comfortable living spaces and the conveniences that guests need when staying in a city for a longer period, such as efficient layouts and home-like features.
The two hotels will be connected within the Tobacco Dock neighborhood, a revitalized business and residential area in London’s historic Docklands. This location offers an appealing balance of waterfront character and urban convenience. It’s within easy reach of Canary Wharf’s financial district and provides good access to some of London’s most visited sites, including Tower Bridge and the Tower of London, as well as a variety of restaurants, cultural destinations and transport links that make navigating the city straightforward.
This dual development represents Starwood’s strategy of diversifying its brand offerings in key global markets by pairing a dynamic, design-led urban hotel with an eco-minded extended-stay option. The Aloft brand targets style-conscious, tech-savvy travelers who value social spaces and contemporary design, while Element caters to guests seeking sustainable practices and the comforts of an extended-stay environment. Together, the two hotels aim to serve a wide range of traveler needs—from short urban breaks and business trips to longer stays for relocating professionals or project-based visitors.
Starwood’s U.K. portfolio already includes ten hotels, eight of which are located in London, and the addition of Aloft London Tobacco Dock and Element London Tobacco Dock will further increase the company’s presence in the capital. The pair of properties will appeal to a broad cross-section of visitors by offering distinct yet complementary lodging experiences within the same neighborhood, making it easier for travel planners and groups with diverse accommodation preferences to stay near one another.
Both hotels are part of a broader trend in London’s hospitality market toward mixed-brand developments and adaptive reuse of historic and waterfront sites. Tobacco Dock’s combination of business, residential and leisure uses provides a fitting backdrop for hotels that blend contemporary design, modern amenities and sustainable practices. By situating Aloft and Element in this setting, Starwood aims to provide guests with both convenient access to London’s main business hubs and a comfortable base for exploring the city’s cultural and historical attractions.
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