Starwood continues dual-brand development strategy

Starwood Hotels & Resorts has revealed plans for a dual-branded hotel development in East London. The new site will include hotels under the Aloft and Element flags. The development is expected to open in early 2017 in the Tobacco Dock area of East London.

It will be the debut Element opening in the UK, as well as the second Aloft property in London along with the other near ExCel.

The Aloft hotel will have 251 rooms. Element London Tobacco Dock will have 77 studios, one-bed or two-bed suites all with kitchens and spa-inspired bathrooms.

Dual-brand developments are becoming more in vogue these days, particularly for Starwood. Just last month, the hotel operator announced plans for a dual-branded hotel development in Boston, encompassing a 330-room Aloft and 180-room Element. The development is set to open in 2016, and be located across the street from the Boston Convention & Exhibition Center.