This year, Starwood will debut its two newest lifestyle brands in New York City with the opening of Aloft hotels in Harlem and Brooklyn and its first Element hotel in Times Square. Aloft and Element have proven to be popular among the hotel development community as consumer demand for stylish, comfortable and affordable accommodations in Manhattan and the outer boroughs continues to rise. The Aloft and Element brands redefined the select service segment when the first hotels opened in 2008, and by the end of the year will have a combined portfolio of nearly 59 properties worldwide. Aloft is the stylish new select service lifestyle brand derived from the DNA of W Hotels, and Element, which is inspired by Westin Hotels & Resorts, and offers an eco-savvy experience for longer-stay guests.
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