Australia's 'Cultural Capital' To Debut Tech-Forward Hotel

Starwood Hotels & Resorts Worldwide, Inc. 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.

Header image: Aloft Bangkok