Orlando, FL – July 11, 2012:  Starwood Hotels & Resorts Worldwide, Inc.® (NYSE:HOT) and its much-anticipated new lifestyle brand, Aloft® hotels, announces today the groundbreaking of Aloft Orlando Downtown.  To be developed by New York-based GDC Properties and operated by Yedla Management Company, the 118 room hotel is expected to open in 2013.

Aloft Orlando Downtown will be ideally located in the heart of the city at 500 South Orange Avenue in the former 110,000-square-foot Orlando Utilities Commission building. Situated across from the under-construction Dr. Phillips Center for the Performing Arts and minutes from The Amway Center – home to the Orlando Magic, Bob Carr Performing Arts Centre, Tinker Field, the Florida Citrus Bowl and a variety of restaurants.

“The Aloft Orlando Downtown is a great example of how preserving existing structures not only maintains the historic fabric of our cities, but also adds an exciting destination for visitors and residents alike,” said William Ingraham, President of GDC Properties.

Brian McGuinness, Senior Vice President of Specialty Select Brands for Starwood said, “Aloft is particularly well-suited for adaptive reuse projects like this because of its urban aesthetic, and because our Gen Y-minded fan base truly appreciates the sustainable aspects of adaptive reuse.  Preserving this integral part of Orlando’s history is a priority for us as well, and it’s exciting to meld Aloft’s design sensibility with this spectacular original structure.”

The hotel will offer guests an opportunity to mix and mingle at signature w xyz  bar or shoot a game of pool with friends in the always-happening re:mix lounge. The re:charge fitness center and splash outdoor pool will give travelers options to de-stress and re-energize.  A one stop “grab-and-go” area with an urban cafe feel will offer sweet, savory and healthy food, snacks and beverages 24-hours a day.

The hotel will offer free Internet access, valet parking and over 5,000 square feet of flexible meeting space, ideal for both business meetings and social gatherings.

About Aloft Hotels
As a Vision of W Hotels, Aloft is shaking up the lodging industry with urban-influenced design, accessible technology, style and a social atmosphere. Aloft offers a total sensory experience, with guest rooms featuring loft-like nine-foot ceilings and oversized windows to create a bright, airy environment. The centerpiece of the guest room is the ultra-comfortable signature bed, and large stylish bathrooms complement the guest experience with roomy walk-in showers and amenities created by bliss® spa. Each guest loft is also a combination high-tech office and entertainment center, featuring wireless internet access and a one-stop connectivity solution for multiple electronic gadgetry such as PDAs, cell phones, mp3 players and laptops - all linked to a 42” flat panel LCD ready television for optimal sound and viewing.

Aloft stays true to the W Hotel brand’s heritage, offering atmospheric public spaces designed to draw guests from their rooms to socialize and make friends. For more information on Aloft hotels, visit www.alofthotels.com.

About Starwood Hotels & Resorts Worldwide, Inc.
Starwood Hotels & Resorts Worldwide, Inc. is one of the leading hotel and leisure companies in the world with 1,103 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 www.starwoodhotels.com .

About GDC Properties, LLC
GDC Properties, LLC is an award-winning real estate investment and development company based in Hawthorne, New York, Founded in 1964 by Samuel Ginsburg, the company has a diverse property portfolio in New York, New Jersey, Delaware, Colorado, Georgia and Florida.  GDC takes a design-oriented approach to its development projects and is experienced with adaptive re-use projects in urban locations.  www.gdcproperties.com

(Note: This press release contains forward-looking statements within the meaning of federal securities regulations. Forward-looking statements are not guarantees of future performance or events and involve risks and uncertainties and other factors that may cause actual results or events to differ materially from those anticipated at the time the forward-looking statements are made. These risks and uncertainties are presented in detail in our filings with the Securities and Exchange Commission. Although we believe the expectations reflected in such forward-looking statements are based upon reasonable assumptions, we can give no assurance that our expectations will be attained or that results and events will not materially differ. We undertake no obligation to publicly update or revise any forward-looking statement, whether as a result of new information, future events or otherwise.)