Starwood Hotels & Resorts Worldwide, Inc., and its destination sensation brand, Aloft Hotels, today announces the signing of Aloft Liverpool. Created to shake up the staid and traditional mid-market hotel sector, Aloft is redefining the category by delivering urban-influenced, modern and vibrant design and a social guest experience at an affordable price point. Located on the famous North John Street in the city’s heritage centre, Aloft Liverpool will mark the entrance of Starwood into the city when it opens in 2014.

A pair of Aloft hotels opening this month will have more in common than bold design and a buzzing social atmosphere; both are conversions of existing hotels, and highlight an exciting new growth channel for Starwood Hotels & Resorts Worldwide, ‘style at a steal’ brand.

Starwood Hotels & Resorts Worldwide, Inc. and its destination sensation brand, Aloft Hotels, announces the signing of Aloft St. Petersburg.

Starwood Hotel & Resort’s trendy Aloft brand is making its debut in in South Korea in late 2014. Aloft Suwon, will be the first Aloft hotel in South Korea, adding to the brand’s global expansion plan and growth momentum in Asia Pacific that has been building up in recent years.

East London’s affordable design hotel Aloft London Excel has launched regular DJ nights hosted by female DJ duo, Alterrego.  The ‘Diva DJ’ nights will bring the duo’s signature dance, electro house and commercial sounds to the hotel’s w xyz bar every Friday night from 7pm.

As demand for “Style at a Steal” brand continues to grow, Starwood to reposition Four Points property in Tucson as Aloft Hotel.