The new hotel being built at Excel London is to be run and managed by Starwood Hotels and Resorts Worldwide and under its new brand Aloft Hotels.
The 252-room hotel is scheduled to open in advance of the London Olympics in 2012, at the end of 2011.
The hotel is being developed by Excel London's parent company, Abu Dhabi National Exhibitions Company (ADNEC), also owner of Aloft Abu Dhabi, the Middle East's first Aloft hotel, which is located adjacent to the Abu Dhabi National Exhibition Centre.
Aloft London Excel will mark the brand's UK debut and will be the second Aloft property in Europe following the Aloft Brussels Schuman, scheduled to open this Autumn.
His Excellency Sheikh Sultan Bin Tahnoon Al Nahyan, ADNEC's chairman, says: "ADNEC is committed to innovation as evidenced by our decision to partner with Starwood to introduce a new hospitality brand to the UK. Aloft London Excel will support Excel's growing events calendar and the London Olympics."