LONDON — Starwood Hotels and Resorts Worldwide, Inc., has launched its second new brand in the U.K. market, with the opening of Aloft London Excel.

“The launch of Aloft in the U.K. underscores the strength of the Starwood network and the power of the Aloft brand,” said Brian McGuinness, senior vice-president, Speciality Select Brands for Starwood.

Located in the heart of London’s docklands neighbourhood, Aloft London Excel features 252 loft-like guest rooms, a happening bar scene, and a take-away food outlet featuring industrial design elements.

Aloft London Excel is owned by Abu Dhabi National Exhibitions Company which also owns ExCeL London as well as Aloft Abu Dhabi, the Middle East’s first Aloft hotel, located adjacent to the Abu Dhabi National Exhibition Centre. With more than 50 hotels opened since its June 2008 debut, Aloft Hotels has created significant buzz in the hospitality industry. Aloft operates hotels in 7 countries including the U.S., Canada, China, the U.A.E., India, Belgium and the U.K.

In addition to launching Aloft, Starwood also recently launched its W brand in London.

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