Aloft Hotels think bigger ‘n Texas

Aloft Hotels think bigger ‘n Texas

Starwood Hotels & Resorts Worldwide, Inc.® (NYSE:HOT) and its new jet-setting style at a steal Aloft® Hotels brand, are delighted to announce that Aloft will have opened seven new properties in Texas by the end of 2009, the largest concentration of Aloft hotels in the United States. With properties in Irving, Plano, Frisco, San Antonio, Houston, Dallas and Austin, each hotel boasts close proximity to nearby airports and area hot spots, Aloft offers guests both high design and style at an affordable price point. Featuring modern guest rooms, intuitive and accessible technology and vibrant atmospheric public spaces, Aloft promises a fresh, fun and affordable way for modern, savvy travelers to explore the great state of Texas.

In the same way that W Hotels broke through the clutter of conformity in the upscale hotel arena a decade ago, the Aloft brand is shaking up the industry for the next generation of traveler. Starwood saw the select serve market was ripe for reinvention and innovation, and following a successful partnership in designing the first-ever W Hotel, W New York, and the soon-to-follow W Union Square, the company selected world renowned design and architecture firm Rockwell Group to collaborate on the new hotel concept. Aloft hotels are geared toward savvy, design-conscious consumers who grew up with the democratization of design. The Aloft’ brand’s foray into Texas is contributing to the brand’s overall growth with 40 Aloft hotels expected to be open by the end of 2009, including two international properties – Aloft Beijing opened in 2008 and Aloft Abu Dhabi slated to open in October.

“Whether you are checking out the music scene in Austin, the Museum District in Houston or a going to a conference at The Dallas Convention Center, we are thrilled to be offering style at a steal in Texas,” said Brian McGuinness, Starwood’s Senior Vice President and Global Brand Leader, Specialty Select Brands. “Aloft has something for everyone – from our dynamic bar, to free Wi-Fi and fully-equipped fitness center, Aloft gives the next generation of traveler comfort, convenience and a vibrant social atmosphere.”