Marriott International, Inc., today announced plans to launch its ever-popular Aloft Hotels brand in Ireland through a franchise agreement with Blackpitts Hospitality Limited.
Slated to open in the spring of 2018, Aloft Dublin City will mark the tech-forward brand’s debut in the Irish capital, and will introduce an exciting accommodation option in Dublin’s historic ‘Liberties’ quarter. Aloft Dublin City will be operated by Dublin-based Pembroke Hospitality Limited, a leading provider of advisory services and hotel management to the hospitality industry.
“We are delighted to partner with Blackpitts Hospitality Limited on this venture and share their confidence that the entry of our cutting-edge Aloft Hotels brand will invigorate the city’s hospitality landscape,” said Even Frydenberg, Chief Operations and Franchise Support Officer, Marriott International, Europe. “With its inimitable style and renowned social scene, Dublin is a fitting setting for the affordable, stylish and vibrant Aloft Hotels.”
The arrival of Aloft Dublin City marks a milestone in the rejuvenation of this city-centre neighbourhood, once the site of the tannery and leather trade, and now a thriving blend of residential and commercial businesses. The area is also home to some of Ireland’s top visitor attractions, including the Guinness Storehouse Museum and the country’s largest church, St Patrick’s Cathedral, with Dublin’s city centre and its multitude of cultural and historical attractions also close-by.
“We see strong demand for affordable yet stylish accommodation in central Dublin,” said Niall Geoghegan Pembroke Hospitality. “With its mid-market price point, great design and accessible technology, the Aloft Hotels brand is the perfect choice for this prime development.”
Appealing to those ‘on the go’ and ‘in the know’, today’s announcement underlines the unstoppable momentum of the rapidly growing Aloft Hotels brand across Europe, where Aloft currently offers six properties in Belgium, Germany, Turkey and the UK, with 5 more slated to open in the next two years. Aloft Hotels boasts a worldwide portfolio of more than 100 hotels.
“This market debut underscores our strategic commitment to accelerate the Aloft Hotels brand in key destinations such as Dublin,” said Carlton Ervin, Marriott International’s Chief Development Officer, Europe. “The continued draw of Aloft’s stylish, yet keenly-priced accommodation together with its suitability and adaptability for multiple locations, means we are seeing an ever-increasing demand among our partners for its distinctive offer.”
Aloft Dublin City will complement Marriott International’s existing Irish portfolio, comprising four hotels operating under the Autograph Collection, Renaissance Hotels, Sheraton and Westin brands respectively.