aloft rolls out 50th development

Starwood Hotels and its much-anticipated new lifestyle brand, aloft hotels have reached a major milestone - its 50th development project. After launching the aloft brand in 2005, Starwood began accepting the first aloft development applications in January 2006.

Since its launch, response to the aloft concept has been overwhelmingly positive.

As a result of a deal signed with an affiliate of LaPour, Inc. last week for the aloft Las Vegas property, the brand has now finalized over 50 projects with more than 30 developers to build aloft hotels around the world. With over twenty groundbreakings expected in 2007 alone, aloft is well on its way to a goal of opening 500 properties by 2012.

“aloft will set a much higher standard for the style, design and technological offerings of moderately priced lodging throughout the hospitality industry, making it a compelling choice for owners and developers who already appreciate the tremendous power of Starwood’s lifestyle brands,” said Raymond “Rip” Gellein, President, Global Development Group. “This milestone for aloft is helping to fuel Starwood’s most vigorous growth spurt ever, as the company penetrates previously untapped markets and aggressively expands its portfolio in markets across the globe.”

“As a Vision of W Hotels, aloft represents the new twist in travel, providing the next generation of business and leisure travelers with a fun new way to play and stay,” said Ross Klein, President, Starwood Luxury Brand Group and aloft hotels worldwide. “With its urban-influenced design, accessible technology and energetic social scene, aloft brings style and atmosphere to a segment of the industry that has been anything but fashionable.”