Europe’s first Aloft hotel due to open its doors in Brussels in September, near the heart of the Belgian capital and European Union hub.

Aloft, Starwood Hotels' mid-market, boutique hotel brand, is expanding its global portfolio and is set to open a number of new hotels in the coming year, several of them consisting of international properties.

Aloft is a “specialty select brand” of the Starwood Group, along with Element and Four Points.  Besides 40 existing in Canada , the USA, China and the United Arab Emirates, Brussels is Europe’s first Aloft hotel, opening close to the city centre in September this year.

The Aloft brand is an important source of fuel for Starwood’s strategic, global expansion, with owners, developers and guests embracing the game-changing concept,” said Simon Turner, President of Global Development.

Created to offer an alternative to the traditional select service segment of the hotel industry, the Aloft brand delivers style at a steal, with urban-influenced, modern, open and vibrant design – and a social guest experience – all at an affordable price point.

Aloft is shaking up the industry for the next generation of traveler.   “Along with sharp design, smart technology, and accessible price points, there’s a genuine buzz inside Aloft properties that’s been appealing to guests around the world,” said Brian McGuinness, Senior Vice President of Starwood’s Specialty Select brands.  “The energy of Aloft matches the dynamic business environments where we’re expanding.”