Starwood Hotels is opening an Aloft-brand hotel in Los Angeles in partnership with Rubicon Companies.
The new outpost, at 475 North Sepulveda Boulevard in El Segundo, will have 246 loft-like rooms, keyless entry and high-tech amenities, according to GlobeSt.com.
Rubicon, the owner of the property, recently completed a $20 million renovation of the building in order to reposition it as an Aloft Hotel.
“Before Aloft first opened years ago, we noticed that guests who weren¹t seeking five-star luxury hotels or pricey boutiques had very limited options available and those that were available were bland, lifeless and with no personality or life to them,” Paige Francis, vice president of global brand management at Aloft Hotels, told GlobeSt. “To put it simply, they were boring. We saw a perfect opportunity to introduce a completely new lifestyle category .”
Aloft has 100 locations worldwide but this will be its first in L.A. Francis said it was looking for more opportunities in this market.
“If we find the right spot, we build. Los Angeles is a fantastic market. We know it’s an aggressive market, but the demand is there and the time is right,” she said. [GlobeSt] — Katherine Clarke