The urban-inspired property nods to Birmingham’s industrial heritage while combining the brand’s philosophy to create bold, open and energetic environments. Guests can enjoy craft cocktails in the stylish W XYZ® bar, grab-and-go gourmet snacks 24 hours a day from Re:fuel by Aloft℠ or casual dinners at the vibrant Tempo! Restaurant, which will have a grill offering.

All 195 modern bedrooms feature Aloft’s signature ultra-comfortable platform beds, en-suite bathrooms with powerful rainfall showers and fast, free Wi-Fi. Guestroom categories include executive rooms and suites.

The hotel is conveniently connected to a brand-new, state-of-the-art conference and events venue, The Eastside Rooms, set to open in April. The venue will be home to 23 superpowered event and meeting spaces, including the largest pillar-free ballroom in Birmingham city centre.

The development forms part of Birmingham’s Big City Plan – a twenty-year, major city centre regeneration project which aims to transform the Eastside area into a thriving leisure and business district.

Matt Huddart, General Manager at Aloft Birmingham Eastside, said: “We are thrilled to be opening the doors to Birmingham’s newest and most dynamic hotel. Home to some of the best music venues in the country to entertain domestic and international visitors, Birmingham has an incredible culture and is the perfect location for the Aloft brand which uses music, design and technology to enhance the experience of every guest.”

Huddart continues, “With the Big City Plan and the construction of High Speed Two, the UK’s new high speed rail network, well underway, the city is on an exciting trajectory and we are looking forward to playing a part in enhancing its position on the map as a leading destination.”