Starwood Advances Tech-Forward Aloft Brand in Germany

Starwood Hotels & Resorts Worldwide, Inc. advanced its Aloft brand to the German market with the opening of Aloft Munich and Aloft Stuttgart. Designed for today’s hyper-connected, tech-forward global traveler, Aloft aims to re-define the traditional hotel experience and strengthen its footprint in Europe. Owned and developed by the SchÖrghuber Corporate Group, both hotels offer a vibrant social scene in two of Germany’s dynamic cities.
“We’re thrilled to introduce the energy of the Aloft brand to the German market,” said Brian McGuinness, Global Brand Leader, Specialty Select Brands for Starwood. “We’re in the innovative mind-set of designing our hotels for the future traveler, and we’re thrilled to bring Aloft’s passion for design, music and technology to the spirited cities of Munich and Stuttgart.”
“I would like to thank Arabella Hospitality SE for putting their trust again in Starwood and advancing the entry of Aloft in Germany with these two hotels,” said Michael Wale, President, Starwood Hotels & Resorts, Europe, Africa and Middle East. “Aloft meets Germany’s demand for mid-scale hotels in both urban and industrial areas that bring life, innovation and personality at a great value.”
Located across the street from Hauptbahnhof, Munich’s central train station, Aloft Munich features 184 guest rooms and 96 square meters of dynamic meeting space across three Tactic Rooms.

Located in the heart of Stuttgart’s European Quarter as part of the Milaneo mixed-used development, Aloft Stuttgart features 165 spacious, loft-like rooms. Ideal for business meetings and social gatherings, the hotel has three Tactic Meeting rooms, each with 20 square meters of flexible meeting space.
With innovation in the brand’s DNA, both Aloft hotels will feature SPG Keyless, the hospitality industry’s first mobile, keyless entry system that allows guests to use their smart phone as a key. Additionally, both hotels— in addition to every Aloft Hotel around the world— will offer Live at Aloft Hotels, the brand’s signature ongoing music series that gives guests and music-loving locals free access to local emerging artists as well as some of the hottest bands at WXYZ bars.
To celebrate its entry to Germany, the Aloft brand in Europe partnered with Rolling Stone Germany, earlier this summer, to host Project Aloft Star Amplified by Rolling Stone, a talent discovery competition aimed to identify and support the hottest emerging music artists. The winner will have the chance to give a live performance at the Aloft Munich and Aloft Stuttgart opening events in September, win a professional recording session for their winning song and its inclusion on the “New Noises” CD from Rolling Stone along other well-known brands.
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