Interstate Hotels & Resorts’ UK & Ireland Division has announced the signing of a new hotel and conference centre in Birmingham, as part of a major regeneration project in the city.

The third-party management company is overseeing the development of a 195-bed Aloft hotel and an adjacent conference venue in Birmingham’s Eastside area.

The development forms part of Birmingham’s Big City Plan – a 20-year city centre master plan which aims to transform the Eastside area into a thriving business, leisure, cultural and learning destination.

Nicholas Northam, Managing Director for the UK at Interstate, said: “We’re excited to announce our latest signing, the Aloft hotel and conference centre in Birmingham.

“The city is renowned for its hospitality and we already manage several hotels here in Birmingham.

“This latest addition to the Interstate portfolio will play a key part in the regeneration of the Eastside area and provide a quality meetings and events venue that will enhance the city’s position on the map, as a leading destination for both leisure and business travel.”

The hotel is also set to house a 120 seater restaurant, a cocktail bar and a fully equipped gym.

The conference venue will include the ‘Affinity Suite’ spanning more than 880 sqm and accommodating 800 people for banqueting, 1,200 theatre style and 500 cabaret style.

Two flexible meeting spaces will also be available, accommodating up to 270 people theatre style, as well as a further 13 meeting rooms and two dedicated executive boardrooms for up to 10.

Nicola Hewitt, Commercial Director of the West Midlands Growth Company, said:

“The decision to locate this new hotel and conferencing venue in Birmingham’s Eastside district is another vote of confidence for this area’s continued transformation. Located on the doorstep of the new HS2 station at Curzon Street, it’s further evidence of an international brand choosing to reinforce its presence in a city that is gaining momentum, generating more economic growth and new jobs for the region.

“More people than ever are choosing to spend time in the West Midlands, with an 8% increase in day visits in 2016.

“This region is well-established as a natural home in the UK for meetings and conferences, and Interstate’s new venue – together with more than 100 new hotels in the pipeline across the West Midlands – will ensure we remain attractive to this valuable market.”