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Starwood launches new brand
Starwood Hotels & Resorts Worldwide is targeting the select service hotel category with the announcement of its new brand, aloft.
The new hotels were created by the same W Hotels team that is generally regarded as creating one of the most successful new brands in decades.
“In the same way W Hotels broke through the clutter of conformity in the upscale hotel arena, aloft will raise the bar in the select-service category, offering urban-inspired, loft-like guest rooms, enhanced technology services, landscaped outdoor spaces for socializing day and night, and an energetic lounge scene,” said the company.
“With aloft, we’re shaking things up and offering something fresh, inspiring and ultimately more fun,” said Ross Klein, president of W Hotels Worldwide. He added:
“We see aloft as an oasis at the end of the road, a place that’s comfortable, easy and effortless.”
Five company-owned sites are now in various stages of development for aloft. Starwood hopes to have 500 properties by 2012.
Report by David Wilkening
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