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Conversions and Adaptive Reuse Projects Enhance Global Growth as
Aloft Brand Spreads to New Markets Worldwide

Aims to Open 70th Hotel in 2013

STAMFORD, Conn.--Mar. 27, 2012 -- The world can’t get enough of “style at a steal.”

Aloft, the design-led brand from Starwood Hotels & Resorts (NYSE:HOT), today unveiled a burgeoning global pipeline expected to bring the brand to 70 hotels around the world in 2013. A game-changer since its 2008 debut, Aloft will also continue blazing a trail by making conversions and adaptive-reuse projects a stronger part of its global growth.

Pioneering initiatives in music, design, and technology have positioned Aloft as a must-have living-social brand for Gen Y travelers. Aloft has reported consistently high guest satisfaction scores since launch, reflecting the success of its modern and vibrant design at an affordable price point. The brand’s social guest experience, with the buzzing re:mix lounge and w xyz bar, has earned select hotels within the portfolio designations in TripAdvisor's 2012 "Top 25 Trendiest Hotels in the US" rankings.

“With 55+ properties now open on four continents, the “style at a steal” brand also continues to make powerful gains in market share,” said Brian McGuinness, Senior Vice President for Specialty Select Brands for Starwood. “Because of Aloft’s fiercely loyal following, and its well-deserved halo around design and technology, Aloft properties have quickly grabbed market share wherever they’ve opened. Aloft’s been embraced wholeheartedly by the next generation of traveler and a broad range of travelers continue to discover the brand.”

Conversions, Adaptive-Reuse Projects to Enhance Aloft’s Global Growth

Conversions and adaptive-reuse projects will help Aloft meet demand from partners and developers to bring more properties online, according to Simon Turner, Starwood’s President of Global Development. “Adaptive reuse projects aren’t just an expedient way to bring more Aloft properties online quickly; they’re also a way to expand sustainably, and merge Aloft’s urban aesthetic with historic structures in a way that appeals to guests, partners, and developers,” he said. “For the next generation of traveler, how we grow Aloft is just as important as where we grow Aloft. And we are just beginning to tap the brand’s potential.”

Aloft recently announced its first conversion project, Aloft San Francisco Airport; once a Clarion, it will undergo significant renovation before opening as an Aloft in fall of 2012. A new adaptive-reuse project, Aloft Detroit Downtown, is slated to open July 2014; it will transform part of Detroit’s majestic David Whitney Building into a singular Aloft property. Aloft’s first adaptive-reuse project, Aloft Dallas Downtown, won acclaim and awards after its 2009 debut, including a special “Green” award from Preservation Dallas.

Aloft Expands Latin America Presence; China Footprint Grows

Nearly every corner of the globe will see new Aloft hotels opening in 2012-2013.

China: Aloft’s portfolio will grow with the opening of Aloft Zhengzhou Zhengdong New District, Aloft Yancheng, Aloft Dalian.

India: The brand’s Indian presence will expand with new properties including Aloft Ahmedabad, Aloft Bengaluru Cessna Business Park, and Aloft Chandigarh Zirakpur.

Aloft will debut in Malaysia when Aloft Kuala Lumpur Sentral opens its doors.

Latin America: Aloft San Jose, the brand’s first hotel in Costa Rica, opened in February. And Aloft Panama will debut in Panama City next year as Aloft’s first Panama property.

North America: U.S. properties set to open in 2012-2013 include Aloft Cupertino (CA); Aloft Miami-Brickell (FL); Aloft Doral (FL); Aloft Orlando (FL); Aloft Asheville (NC); Aloft Cleveland (OH); Aloft Oklahoma City (OK); and Aloft Tulsa (OK). Canada will see openings for Aloft Calgary University (AB) and Aloft Vaughan Mills (ON).

In 2011, the brand’s stylish new properties included Aloft Bangkok Sukhumvit 11 (Thailand), Aloft Bogota Airport (Colombia), Aloft London Excel (UK), and Aloft New York Brooklyn.

About Aloft Hotels
With more than 55 hotels open in the three years since Aloft first arrived on the scene, Aloft has changed the hotel landscape offering “style at a steal” from Baltimore to Beijing to Bogota to Brussels and everywhere in between. For more information, please visit

Aloft, like all brands within Starwood's portfolio, is proud to offer the Starwood Preferred Guest(R) program, which offers a breakthrough policy of no blackout dates on Free Night Awards. To learn more, please visit

About Starwood Hotels & Resorts Worldwide, Inc.
Starwood Hotels & Resorts Worldwide, Inc. is one of the leading hotel and leisure companies in the world with 1,090 properties in 100 countries and territories with 154,000 employees at its owned and managed properties. Starwood Hotels is a fully integrated owner, operator and franchisor of hotels, resorts and residences with the following internationally renowned brands: St. Regis®, The Luxury Collection®, W®, Westin®, Le Méridien®, Sheraton®, Four Points® by Sheraton, and the recently launched Aloft®, and Element SM. The company boasts one of the industry’s leading loyalty programs, Starwood Preferred Guest (SPG), allowing members to earn and redeem points for room stays, room upgrades and flights, with no blackout dates. Starwood Hotels also owns Starwood Vacation Ownership, Inc., one of the premier developers and operators of high quality vacation interval ownership resorts. For more information, please visit


Meg Connolly Communications
Meg Connolly, 212-505-8200

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Also See: Joint Venture Between Shashi Corporation and Somera Capital Management to Open the 123-room Aloft Cupertino in California in Summer 2013 / March 2012

Starwood’s Aloft Brand Debuts in Latin America with Opening of Aloft Bogota Airport in Colombia and Aloft San Jose in Costa Rica / February 2012

Starwood Closes 2011 Adding the Most New Hotel Rooms in Its History; Momentum Continues with 80 New Hotel Openings Scheduled in 2012 / January 2012

Starwood Hotels & Resorts Relocates Worldwide Headquarters to Stamford, Connecticut; Brings More than 800 Jobs to the State / January 2012

Starwood Hotels Aggressively Expanding its Footprint in India with Plans to Open 20 New Hotels by 2015; Opens New Regional Office in Gurgaon to Support Rapid Growth / January 2012

St. Regis Hotels & Resorts Opens the 100-Story St. Regis Shenzhen Becoming Starwood’s Tallest Hotel Worldwide and One of the Tallest Buildings in China; The 297-key Hotel Occupies the Top 28 Floors / January 2012

As the World Becomes Smaller Music Unites – St. Regis Hotels and Jazz at Lincoln Center, Led by Wynton Marsalis, Form Global Partnership to Open a Series of Worldwide Jazz Clubs Providing Guests Opportunity to Learn about the Rich History and Cultural Value of Jazz / November 2011

Starwood Hotels Launches the Starwood Asia Pacific Villa Collection with Hundreds of Luxury Villas in Resorts Throughout the Region / November 2011

Starwood Hotels Hits 200th Hotel Milestone in Asia Pacific with a Flurry of Recent Openings in China, India, Thailand and Malaysia; Plans for Over 320 Hotels in the Region by 2014 / November 2011

The 214-room Four Points by Sheraton Langkawi Resort Opens in Langkawi, Malaysia; The Brand's Debut in the Asia Pacific Region / November 2011

Starwood Hotels & Resorts Prepares for Opening of Florida's 214-room The St. Regis Bal Harbour Resort / October 2011

Starwood Hotels & Resorts Opens The St. Regis Florence in Italy Following an Extension Restoration and Re-flagging of the Grand Hotel Florence / October 2011

Starwood Capital Group and Starwood Hotels & Resorts Enter Management Agreements for the Silvertree Hotel and the Wildwood Lodge in Snowmass Village, Colorado; Extensive Renovations Planned for both Properties / September 2011

Starwood Hotels Signs Agreement with Serka Turizm A.S. to Open a New-Build Sheraton Hotel in Adana, Turkey / August 2011

Starwood to Expand Sheraton and Westin Portfolio of Hotel Spas Across Asia and the Middle East; Sheraton to Add 10 and Westin to Add 6 New Spas by the End of 2011 / July 2011

Starwood's Aloft, Element, and Four Points by Sheraton Portfolio Has Grown 67% in Last Three Years; Will Add Over 30 New Hotels in 2011 / June 2011

Starwood Plans to Open One Hotel Every Two Weeks in China with Over 90 New Hotels in the Pipeline / June 2011

Sheraton Set to Open Seven Properties in China This Summer / June 2011

Silk Way Airlines Signs Agreement with Starwood to Open the 207-room Sheraton Baku Airport Hotel in Azerbaijan / June 2011

726-key Royal Orchid Sheraton Hotel & Towers in Bangkok, Thailand Completes $35 Million Renovation / June 2011

Dr. Hassan Ahmad Ibrahim Al Marzouqi in a Partnership with Starwood Hotels to Open 220-room Four Points by Sheraton Sharjah Hotel in Sharjah, United Arab Emirates / May 2011

Abdulsalam Alrafi Group LLC Signs Agreement with Starwood Hotels to Open the New 660-key Sheraton Dubai Sheikh Zayed Road Hotel in Dubai, United Arab Emirates / May 2011

Starwood Hotels & Resorts to Open Seven Additional Hotels in India in 2011 for a Total of 37 Properties in Portfolio; Plans to Double Footprint in Two Years and Accelerate Growth of Select Service Brands / April 2011

Sheraton Invests Over $100 Million to Upgrade More Than 120 Club Lounges Around the World and Will Now Keep Club Lounges Brand-wide Open Seven Days a Week / April 2011

Starwood Hotels to Open 164-room Four Points by Sheraton Tallahassee Downtown in Florida; Property is on Track to Become the Brand's First LEED Certified Hotel / April 2011

Sheraton Hotels Will Drive Starwood's Portfolio Growth in 2011 and Widen Lead in China by Opening 25 New Properties in 2011 / March 2011

Starwood Hotels & Resorts Opens 124-room Four Points by Sheraton Memphis East in Memphis Tennessee / March 2011

Starwood Hotels & Resorts to Debut in Sharjah with the New 343-room Sheraton Sharjah Hotel & Resort, North of the Emirate on Al Muntazah Beach / January 2011

Starwood Hotels & Resorts Westin Houston Memorial City Names Sales, Marketing & Catering Team; The Four Points by Sheraton Houston Memorial City, Sheraton Houston West and The Westin Houston Memorial City & Residences Opening Spring 2011 / November 2010

Mark Weatherill Named General Manager for Starwood Hotels & Resorts Memorial City Complex in Houston Featuring Three Brands: Four Points by Sheraton Houston Memorial City, Sheraton Houston West and The Westin Houston Memorial City & Residences Opening Spring 2011 / November 2010

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