recent press

First In A Series
Interstate Hotels and Resorts open first US aloft hotel

ci.rancho-cucamonga.ca.usBy eTN Jun 21, 2008
Interstate Hotels & Resorts, a leading hotel real estate investor and the nation's largest independent operator of full- and select-service hotels, today announced that it opened and will operate the first aloft hotel in the US, in Rancho Cucamonga, California, near Ontario. The 136-room, newly-built hotel is owned by a joint venture in which Interstate and The John Buck Company (TJBC) of Chicago, Illinois, a real estate development firm, are partners.
It is the first in a series of aloft hotels slated for development by the partnership over the next several years, with the second scheduled to open in suburban Nashville this September. TJBC oversees development of the hotels for the partnership.
aloft is Starwood Hotels & Resorts' new premium, select-service hotel brand designed to appeal to a new generation of business and leisure travelers, featuring high design at an affordable price point, accessible technology, style and a social atmosphere.
"The aloft Ontario-Rancho Cucamonga is part of our growth strategy to develop hotels through joint ventures, which creates significant embedded growth as we ramp them up," said Thomas F. Hewitt, Interstate's chief executive officer. "As the world's largest third-party management company, we are honored to be opening the first aloft in the United States and to add this exciting new brand to our management/joint ventures portfolio. We're confident that we can deliver the same kind of superior service and memorable guest experience that have earned us consistently superior guest satisfaction scores and RevPAR results."
"aloft is a much anticipated brand that we believe will change the face of the premium, select-service sector, and we are delighted to be introducing it in the US," said Paul Novak, TJBC's managing director, hospitality division. "Our second aloft in Cool Springs outside of Nashville is on schedule for a September opening, and we have additional aloft hotels at various stages in the development pipeline. We continue to look for other opportunities for this cutting-edge brand."
Located off Highway 10, at the northwest corner of 4th Avenue and Haven, the 136-room aloft is part of a $60 million master-planned, mixed-use development called HavenPark, near Ontario Airport and the Ontario Convention Center. The just completed development features 150,000 square feet of Class A office space; 22,000 square feet of retail space; a free-standing, full-service restaurant and the aloft hotel.
"The aloft development partnership is a continuation of our joint venture growth strategy that allows us to benefit from the advantages of real estate ownership," said Leslie Ng, chief investment officer of Interstate. "We expect this brand to quickly gain broad market acceptance and achieve strong operating margins. We further believe that the aloft brand will be a significant addition to this competitive sector of our industry."

Our most exciting offer ever....8:1 -- sign up to earn your QUADROUPLE points today

Here's a great way to rack up the Starpoints and check out a new concept in hotels at the same time. To celebrate the launch of aloft hotels, its new lifestyle brand, Starwood is offering SPG members an unprecedented eight Starpoints for every U.S. dollar spent on stays at any aloft hotel worldwide until December 31, 2008. That's quadruple the base earning, and a sweet enticement to experience the latest thinking in hotels and hospitality. aloft, a vision of W, is shaking up the lodging industry with urban-influenced design, cutting edge technology, sassy style, and a social atmosphere. Expect large, loft-inspired social spaces and guest rooms, the finest amenities, landscaped outdoor spaces, and a lobby with a bar and pool table that transforms from a place of business and relaxing during the day to an eclectic social scene at night. You'll never feel cramped at aloft, as all the rooms have nine-foot ceilings and oversized windows, but the best feature just might be the ultra-comfortable signature bed, which is perfect for the blissful sleep you need to be at your very best. More than 18 aloft hotels are scheduled to open between June 2008 and December 2008, so take a look at the upcoming locations and start planning your journey. To take advantage of this special offer, visit www.alofthotels.com/8to1.

what's in it for me

Starwood Preferred Guest - a loyalty program second to none, learn more below...

SPG aloft Launch Party

Starwood’s loyalty program ‘Starwood Preferred Guest’ (SPG) hosted its Aloft Launch Party In Hawthorne, NY on June 12, 2008 inviting 75 SPG platinum members plus their guests. A very special guest, Michelle Williams of Destiny’s Child, performed (debut) from her new album

say aloha to aloft!

Do you have to see to believe? Just watch the video's beow to check out the new tWist in travel! This bold new hotel brings a spirited attidute to the hospitality industry and a travel experience you will not soon forget.

Say Aloha to aloft...

Virtual aloft....

what's abuzz in the media

Aloha All!

Thought I would share with some of the most recent television buzz about our brand. The first is a CNBC piece that aired recently.

http://www.cnbc.com/id/15840232?video=796700818

This one is thanks to our fabulous team in Rancho Cucamonga! Congratulations on your Grand Opening Guys!!!!

http://cbs2.com/video/?id=72089@kcbs.dayport.com

programs & services

individual aloft rooms rise and shine! spacious 9-foot high ceilings, plush platform beds, free Wi-Fi, 42” LCD TVs, custom aloft amenities by Bliss® spa, oversize showers, our signature coffee and more.

re:mix a playful place or quiet space, remix has everything you need, right within reach. sip a drink, read the paper, enjoy free Wi-Fi or pick up a game of pool, with day-to-night lighting and music to switch up the vibe. slide up to the w xyz bar for a drink or pop into re:fuel by aloft for a self-serve snack.

w xyz clink! mix, meet and mingle over music and cocktails at our always-hopping w xyz bar. the fun flows with everything from pints to pinot noirs to signature drinks, plus a snack-attack menu, music and can’t-miss events.

re:fuel by aloft grab and go gourmet, full of light meals, mix and match munchies, healthy bites, dreamy delights, make-your-own cappuccinos and more. fill your tank 24/7.

re:charge sprint, stretch, lift and pump—day or night. plus stationary bikes, treadmills and elliptical machines from Life Fitness®—all the tools for your fitness fix 24/7.

splash jump in and revive! swim laps or lounge in style at our pool. open morning to night, anytime is right for a dip!

tactic spark great ideas in our sleek meeting space, equipped with state-of-the-art AV, plasma TV and complimentary Wi-Fi. backyard area may also be used for events.

touch-n-go kiosk zip by check-in at our self- service kiosk. with touch-screen technology, choose your room and floor, confirm rates, get keys and print your boarding pass. easy-breezy!

in-touch get in the know at in-touch terminals—one-stop spots for 24/7 business services, email and our a-list guides to local restaurants, attractions, nightlife and more.

camp aloft a kid-tastic adventure awaits with your child’s own camp aloft bed-in-a-bag and special treats. and fun food faves at re:fuel by aloft will excite even the pickiest eaters!

arf animals are fun—and they’re family too! our pet-friendly program for dogs under 40 lbs. features an aloft-branded bed and bowl and complimentary woof-alicious treats and toys.

local press

The Tennessean - Williamson AM
july 2008
http://www.tennessean.com/apps/pbcs.dll/article?AID=/20080630/COUNTY090101/806300314

Nashville Business Journal
june 2008
http://www.bizjournals.com/nashville/stories/2008/06/23/story7.html
jan 2007
http://www.bizjournals.com/nashville/stories/2007/01/15/daily20.html?f=et69&hbx=e_du

press

Hotels Magazine – Hotels’ 325 – 7/16
…Change may be the only certainty in today’s business world, and 2007 saw no shortage of major changes within the hotel industry. The acquisition of Hilton Hotels Corp. by The Blackstone Group. Blackstone’s sale of Extended Stay Hotels to The Lightstone Group…But even with all this activity, the true giants of the hotel world, the biggest of the big players, remain relatively stable at the top—at least for now. At 2007’s end, the 10 largest hotel companies were the same ones occupying those same 10 spots, in order, at the prior year’s end. Looking ahead, however, it is anybody’s guess as to how that top 10 may get shaken up, with the recent acquisition of Mictrotel and Hawthorn Suites by Wyndham Hotel Group and the rollout of more brands by the likes of Starwood (the first alofts have opened) and Hyatt (Andaz)…Starwood, for example, plans to increase its portfolio in Asia Pacific by 70% in 2008, and Hilton, which opened some 32,000 rooms globally in 2007—about 1,000 more than Marriott’s total for the year—is excited about the prospects of continuing to take what were formerly strictly U.S. brands worldwide…

USAE News - Checking Inn – 7/16
...Starwood Hotels & Resorts Worldwide Inc. and its new lifestyle brand, aloft hotels, opened aloft Rogers – Bentonville (Ark.), the third aloft to open anywhere in the world. The 130-room property will offer a variety of technologies, atmospheric public spaces, and an array of guest amenities. The aloft hotels are billed as high design at an affordable price point, accessible technology, style and a social atmosphere. aloft Rogers Bentonville is located at the Pinnacle Hills area, with easy access to local attractions, shopping, entertainment and numerous corporate headquarters including Wal-Mart. Guests will be just a half a mile from the vibrant Pinnacle Hills outdoor shopping area, featuring dining selections, cinemas and a variety of boutiques. Also nearby are the new Arvest Naturals Ballpark and the University of Arkansas. The Arkansas hotel is the third of 20 aloft hotels scheduled to open this year. On schedule to open later this summer are aloft hotels in Philadelphia Airport; Chicago O’Hare Airport; Lexington, Mass.; Charlotte, N.C., and Beijing….

Hotels Magazine – What’s Hot Around the World – 7/16
…Montréal aloft has finally taken flight with its first hotel opening in early June in Montréal. Developed and owned by the joint venture between Silver Hotel Group and Northampton Group Inc., the 136-room hotel offers intuitive technologies, atmospheric public spaces and guestrooms featuring loft-like 9-ft. (2.7-m) ceilings and oversized windows. This hotel is located at the entrance of Trudeau International Airport. Several more alofts will follow shortly, including near Chicago’s O’Hare International Airport; Minneapolis; Philadelphia International Airport; Lexington, Massachusetts; Ontario-Rancho Cucamonga, California; as well as Beijing and Brooklyn, New York, in 2009

USAE News - Paul Sacco Promoted at Starwood – 7/16
…Paul Sacco has been promoted to senior vice president of North America development for Starwood Hotels & Resorts Worldwide Inc. In his new role, Sacco will lead the company’s North America hotel de­velopment activities for all Starwood brands in the U.S., Canada, Hawaii and Caribbean. Sacco will report to Simon Turner, president, global development. Sacco told USAE the focus in his new role will be finding ideal hotel owners who can see new projects through from financing to the devel­opment stage to opening. “I think all of our brands continue to have momentum in their respec­tive segments. We have such pro­lific brands. Starwood is obviously a dynamic company,” he said. “I think the key from a development perspec­tive is to continue to collaborate ef­fectively internally...and to do really the right deals with the best owners in the right markets.” Sacco said development in North America is “all over the map.” There are some terrific primary markets but also secondary markets with growth potential, he said. Along with its traditional brands such as Sheraton, the company in recent years has made some big moves in the luxury lifestyle markets with innovative brands aloft and ele­ment hotels. Sacco said it has been very important to work on the evolu­tion of those brands. He added that “aloft and element have now passed the product creation stage are in growth.” Worldwide, the company has a goal of 1,500 hotels by 2013. “A good por­tion of that is from growth in North America,” he said. “We expect to grow by several hundreds hotels in next five years.”…

Hotel Talk.com - Big Business Tube – 7/15
…When I started college 14 short years ago, my archaic e-mail inbox was filled with forwarded “humor” lists (100 Ways to tell you’re stuck in the ‘80s), creepy warnings (Child dies after being injected with a heroin-filled hypodermic needle left in a McDonald's ball pit) and hoaxes (Congress to charge postage for e-mails)…These days, it’s links to videos that are shared. And a lot of the videos are on YouTube…Lately I’ve received a few YouTube links to videos from hotel companies. Hotels are just one of the many industries populating the site with advertising…Tool around YouTube and you can find videos of everything from tours of virtual prototypes (aloft) to commercials for individual Hilton properties…Some of the video content is on hotel company’s websites: -InterContinental Hotels Group’s www.intercontinentalvideo.com features episodes of InterContinental concierges talking about their hotels and their cities. -Starwood Hotels & Resorts launched Spg.tv, a site with hours of videos about its properties and their locations. These travelogues take trip planning to a new level with some cool footage and local tour guides…

Hotel Chatter - Hotel Blog Watch :: Aloft Washington-Dulles North – 7/14
…With the Aloft hype machine in full-effect as Starwood begins to close in on world domination, it's refreshing to see an Aloft property that has taken things (albeit ever-so-slightly) into their own hands as far as making the hotel feel a bit less, well, corporate.
The Aloft Washington-Dulles Airport, which is slated to open in early November, has their own blog and, honestly, we're really happy it exists, if only because it doesn't look like it was created by the pink-loving, sometimes slang-abusing Starwood marketing squad. While a good bit of the content on the blog is no more than copied-and-pasted press releases, some of the stuff is very honest-to-goodness, community-specific news and updates on the project's construction progress. Our fave entries are the staff intros because they give the property an identity and the personal entries help to tone down the one-of-many feeling of the rapidly-multiplying brand. Also, fun fact: the biggest fish the GM ever caught was "a 4.5 feet long / 2 feet in girth Rockfish."…

abc News.com - New Hotel Chains Offer Eco-Chic, Hip Value – 7/14
…In a tranquil wooded setting near Minute Man National Historical Park, not far from where the first shots of the Revolutionary War were fired, two new hotel chains are aiming to make history, too. Starwood Hotels & Resorts' 123-suite Element Lexington, the first in a pioneering built-from-scratch eco-conscious chain, opened last week. So did Starwood's 136-room Aloft Lexington across a shared courtyard. It's the fourth in a brand dubbed "W lite" by industry observers. Each has a different mission. Extended-stay brand Element, affiliated with Westin, hopes to attract business travelers and value-minded families who want kitchen facilities. It's a laboratory for the greening of hotels throughout the Starwood empire. Aloft (as in "a loft") is designed to offer the fun and cutting-edge cool of its forerunner, W Hotels, at a wallet-friendlier price. It's targeted at Gens Y and X and hip oldsters. Aloft rates are due to average $150; Element suites, $165 (including a hot breakfast). But both (alofthotels.com and elementhotels.com) have introductory specials, and rates vary by market. The two so-called lifestyle brands are trying to tap into the needs of guests who want modern bells and whistles with value and to siphon customers from competitors in the select-service market — both have no room service, doormen or three-meal-a-day restaurants…

USA Today - Eco-Chic and Hip Value – 7/11
…In a tranquil wooded setting near Minute Man National Historical Park, not far from where the first shots of the Revolutionary War were fired, two new hotel chains are aiming to make history, too. Starwood Hotels & Resorts' 123-suite Element Lexington, the first in a pioneering built-from-scratch eco-conscious chain, opened last week. So did Starwood's 136-room Aloft Lexington across a shared courtyard. It's the fourth in a brand dubbed "W lite" by industry observers. Each has a different mission. Extended-stay brand Element, affiliated with Westin, hopes to attract business travelers and value-minded families who want kitchen facilities. It's a laboratory for the greening of hotels throughout the Starwood empire. Aloft (as in "a loft") is designed to offer the fun and cutting-edge cool of its forerunner, W Hotels, at a wallet-friendlier price. It's targeted at Gens Y and X and hip oldsters. Aloft rates are due to average $150; Element suites, $165 (including a hot breakfast). But both (alofthotels .com and elementhotels .com) have introductory specials, and rates vary by market. The two so-called lifestyle brands are trying to tap into the needs of guests who want modern bells and whistles with value and to siphon customers from competitors in the select-service market both have no room service, doormen or three-meal-a-day restaurants. Element competitors include Residence Inn by Marriott, Hyatt Summerfield Suites, Hilton’s Homewood Suites and Intercontinental’s Staybridge Suites. Aloft is vying with Courtyard by Marriott, NYLO, Hotel Indigo, Hilton Garden Inn and Hyatt Place, among others. At Aloft, guests are greeted with "aloha" (somewhat jarring to hear in New England) as a friendly welcome that telegraphs this is not your everyday lodging. Guests have the option of checking in via touch-screen kiosks, where they can change rooms and print boarding passes. Staffers, referred to as "talent," are hired on personality in addition to qualifications. Shirline Noel, 21, an Aloft front-desk supervisor, sang a gospel song during her interview with Christopher Hartzell, general manager of both Lexington hotels, to demonstrate her passion for performing. She'll sometimes vocalize when the lobby's lively, she says. "If they're having fun, the guests are having fun," Aloft and Element global brand manager Brian McGuinness says, as he leads a tour of the two properties, a half-hour drive from Boston's Logan International Airport. At Element, dried moss balls in a bowl in the modern minimalist lobby breakfast room replace perennially changed floral arrangements. Rugs are backed with recycled tires; furniture is stuffed with recycled material. Suites have energy-efficient light bulbs. Filtered water subs for the bottled kind, and the non-clorinated pool is filled with eco-respectful saltwater. The US. Green Building Council says Element is the first U.S. hotel chain that has committed to certifying every property via the council's LEED (Leadership in Energy and Environmental Design) program. But unlike some others touting trendy environmentally aware lodgings, McGuinness doesn't act as if Element is saving the planet. "We're not certain what it means to be eco-friendly in the hospitality industry," says the sandy-haired 38-year-old, wearing a black cord necklace, slacks and an Oxford shirt. "We need to figure out the balance between being sensitive to the environment and delivering a great guest experience. Frankly, we're still learning." Starwood surveys show that most guests still want linens changed daily and don't want to pay more for "green" lodging. Part of Element's mission is to educate guests, says Lexington complex manager Hartzell, 30, who tried out one of its special low-flow rectangular showerheads custom designed by KoMer and was pleasantly surprised when it delivered a satisfying stream. Element owners and developers (Starwood owns the Element Lexington and oversees the others) need teaching, too. Water-saving toilets, showers, faucets and energy-efficient heating, appliances and air conditioning shave $50,000-$75,000 yearly off operating costs, McGuinness says. The chain's "eco-chic" philosophy has spawned suites with Westin's Heavenly Bed mattresses on platform beds, stainless-steel appliances and desks with ergonomic chairs. While paper towels are recycled paper toilet tissue is not (Guests won t give up soft wipes McGuinness says) A pantry shop with exotic wares such as Korean kimchi noodles sets Element apart from more traditional extended-stays. Over at Aloft the water is bottled. But as at Element shampoo and body wash are in shower dispensers eliminating those little plastic containers often left half full and thrown out. Rooms originally were to have cork headboards, but designers didn’t realize the havoc hair gel could wreak. So headboards now are washable faux cork. Both properties don't allow smoking inside and offer much-desired perks such as free Wi-Fi and water. But while Element emphasizes nature and calm, Aloft puts the focus on fun. Room key cards have trivia on them ("Making eye contact is the first rule in toasting," reads one). Elevators have floor pads that change color when tramped on. Rooms with 9-foot ceilings are simple (no drawers for storage and a small curtained closet), and don't really look like lofts. The 220 -thread-count sheets are cotton-polyester and scratchy, probably because they're new. But rooms are cutting-edge stylish with vessel sinks, one semi-opaque shower wall visible from the bedroom and wall-mounted flat-screen TVs that can be hooked up to music players, computers and video cameras. As at W, Aloft lobbies - with exposed ductwork that does reflect the loft theme are social hubs. There's a pool table, bar and area with banquettes where guests can plug in laptops or mingle. A double-sided gas fireplace warms the adjoining "backyard," near an indoor pool and workout area. Monday at 9 p.m., the lobby where a brandwide compilation of music pumps up to club level at night was populated only by a half-dozen Starwood folk and pals of the two jeans-clad bartenders. The week-old hotel hasn’t been discovered yet, the personable drink makers said, as they served martinis, egg rolls (so-so) and bland guacamole in plastic containers. Will Aloft and Element fly in a market niche that’s already jammed? I think because (industry giant) Starwood is committed they have a better-than-average chance, says hotel analyst Bjorn Hanson, a PricewaterhouseCoopers vet who just joined the faculty at New York University. Says Mark Woodworth, president of PKF Hospitality Research, who has worked with Starwood and many of its competitors: "Consumers have responded very favorably to 'lifestyle hotels' with a distinct personality and a perception of value. ... Part of what explains their success is that they're new." And, he adds, unless we're talking famed grande-dame hotels, "new beats old every time." In eco-gear: Element's best parking is for hybrid cars. Social hub: The Aloft Lexington's lobby is designed as a gathering, spot. Guests can use laptops on banquettes with pulldown armrests to carve out personal space, or mingle and order something exotic at the bar. Hip sips: Aloft bartender Jonathan Vogel sets up a vat of pear-infused rum. Fun on the way up: No need to make elevator small talk. Aloft lifts have entertaining gel mats that turn white where they're stomped on. Elements of style: Suites at Element Lexington have sofas stuffed with recycled material and kitchens equipped with energy-efficient appliances…

Hotel Business – Aimbridge Adds aloft, Also Eyeing Element – 7/11
…Aimbridge Hospitality is adding to its burgeoning Aloft portfolio, most recently with the Aloft Chicago O’Hare, which is the first of four hotels the company plans to open under the new Starwood brand this year. The 251-room property is being developed by Milwaukee-based Continental Properties Company, Inc. In addition to the Chicago Aloft, which is one schedule to open next month, Aimbridge has plans to open and operate three hotels in Plano, Las Colinas, and Frisco, TX. With its first handful of Alofts set to come on line, Johnson [president/CEO of Aimbridge] noted adding a few hotels under Starwood’s other new brand, Element, to Aimbridge’s portfolio might not be too far behind. “Both Aloft and Element were launched together, but Aloft really got a head start so that is where we focused,” he explained. Johnson said Aimbridge already has a few Elements in its pipeline…

Voir Montreal – Hello Aloft – 7/11
….It’s just one month since Aloft, Starwood Hotels & Resorts’ new brand (which notably includes the W Hotel in downtown), opened its doors while close to Montreal-Trudeau airport, the very first aloft to open. Since then, a dozen other hotels, primarily in the United States but also in China (Beijing), will begin welcoming guests. One ad currently projects more than 70 openings by 2011, worldwide. Starwood’s proposition? A lifestyle hotel in which people mingle, with services such as a grab-and-go food, a well-stocked bar, wireless connections throughout the hotel and rooms with sleek design. Nothing particularly innovative, but successfully executed and a tempting option, especially for travelers in transit. Because even if the price of fuel makes us more reluctant to travel, we nonetheless still have the urge…

Lexington Minutemen - Eco-Friendly Aloft, Element to Attract Tech-Savvy Travelers – 7/10
…Lexington added two new hotels on July 1, as Starwood’s Aloft and Element brand hotels opened for business on Marrett Road. The two hotels will to bring business travelers and tourists to town, but they will also provide a boost to Lexington’s economy.
The town will receive hundreds of thousands of new dollars in hotel taxes, but that isn’t the only benefit. The themed hotels are different than others in the area, and they may help Lexington attract new business. “There is a need for hotels in Lexington, for commercial uses as well as the tourism,” said Susan Yanofsky, Lexington’s economic development officer. “Having Aloft and Element in town is nice not only [because] we have a need for hotel rooms within our community, but also [because having] a hotel product that is unique in the marketplace raises the profile of Lexington.” Aloft is geared towards a young, tech-savvy market, touting connections for gadgets and a trendy bar and community space. Element emphasizes an eco-friendly approach with a sustainable design, organic foods, free bicycles for guests and a fitness center…

DesPlaines Times.com – New Rosemount Hotel – 7/10
…Continental Properties Company Inc. has aligned with Starwood Hotels and Resorts Worldwide, Inc. to develop one of America's first aloft hotels in Rosemont. aloft, a vision of W Hotels, is a new adaptation of Starwood's W brand. Opening this summer on July 17, Continental Properties' aloft hotel, at 251 rooms, will be nearly twice the size of the typical aloft hotel. Following the design of architect David Rockwell and the Rockwell Group, the new aloft hotel at 9700 Balmoral Ave. will feature urban influenced loft-style rooms, square in proportion and with 9-foot ceilings and double windows…

Canada AM - Travel: Loren Christie on the Wireless World Of Vacationing – 7/10
…aloft was featured in a segment on Wi-Fi access at hotels. Please click on the link below to view the segment:
Canada a.m. aloft Hotels

Successful Meetings - Starwood Launches Urban-Inspired aloft Hotels Brand – 7/9…Starwood Hotels, which created W Hotels 10 years ago, has announced the official launch of its newest brand, aloft hotels, which it says will deliver a modern, urban-influenced design alongside an energetic guest experience, all at an affordable price point within the select serve hotel market. Like W Hotels, aloft hotels are intended as high-style accommodations—but at a lower average cost of approximately $150 per night. According to Starwood, its inspiration was affordable, design-savvy brands such as Mini Cooper, Target and West Elm. "Today's savvy, design-conscious consumers understand that great style can be both accessible and affordable," Brian McGuinness, global brand leader for aloft hotels, said in a statement. "Generation X and Y travelers who grew up with MTV, iPods and IKEA expect great design wherever they go." To achieve its desired aesthetic, Starwood partnered with New York-based architecture and design practice Rockwell Group, which designed the first-ever W Hotel in New York…

Denver Post.com – Starwood Set for DIA Hotel – 7/8
…Starwood Hotels & Resorts will bring its newest urban hotel concept, Aloft, to a new development at Denver International Airport next year. The hotel is to be located at the Landings at DIA, a retail development that also will bring restaurants and stores to a 17-acre parcel on airport property. The site is north of Peña Boulevard and southeast of the airport Conoco gas station. Airport real-estate personnel were not aware of Aloft's pending arrival, which was announced by Starwood on Monday…"We like the Starwood brands. They perform well, and they are a great operator," Chang said. "Any hotel chain in that particular location will do well nonetheless."…

Modern Agent - Starwood Sets Official Launch of aloft Hotels Brand – 7/8
…Ten years after Starwood Hotels & Resorts Worldwide launched W Hotels, the hotel company will again reinvent hotel design with the debut of its newest brand, aloft hotels. Created to shake up the staid, traditional select service segment of the hotel market, aloft is designed to deliver urban-influenced, modern and vibrant design and an energetic guest experience at an affordable price point. The aloft brand was inspired by the idea that the select serve market was ripe for reinvention. The design process began in 2005 when aloft hotel's leadership team conceived of an urban-inspired, high-tech, environment with high ceilings and open, multi-functional spaces which would give travelers high design at a more accessible price point. Over the course of two years, the team would challenge and redefine the conventions traditionally associated with the select service space. The result is open, light and vibrant, multi-functional spaces that speak to the needs of today's highly social, self-sufficient traveler, without sacrificing on style or quality. aloft was inspired by the ongoing democratization of design and an emerging segment of high style, low cost brands such as Mini Cooper, Target and West Elm. Featuring loft-like guest rooms, a buzzing bar scene in the open lobby, an urban-inspired grab-and go café and industrial design elements throughout, aloft hotels are a far cry from the conventional cookie cutter hotel brands that populate the select service space…

Hospitality Design – aloft Brand Debuts – 7/8
…With an eye toward reinventing the design of the select-service hotel, Starwood has officially launched its aloft brand. The urban-inspired, high-tech concept is aimed at Generation X and Y travelers who have grown accustomed to high-style, low-cost brands and want the same in their hotel. Starwood partnered with David Rockwell of the Rockwell Group on the brand's design. Loft-like guestrooms feature a large picture window, nine-foot-high ceilings, a multi-functional headboard, and cotton duvets and linens. The re:mix lobby, meanwhile, is a flexible space that incorporates industrial design elements such as exposed ductwork on the ceiling, polished concrete floors, and a bar top made of crushed glass backlit with colored LCD lights. The lobby's components include a sunken living room with a two-sided glass fireplace that opens to an outdoor patio, a customized pool table, and a 24/7 grab-and-go pantry called re:fuel…

aCEI Asia Pacific – Venue Briefs – 7/8
…The Asia-Pacific region’s first aloft hotel from Starwood Hotels & Resorts will debut in Beijing. The aloft Beijing, Haidian is located near the fourth Ring Road in a mixed-use complex that includes the Four Points by Sheraton Beijing, Haidian. The hotel has 186 rooms…

Miami Herald - Major Chains Add Boutique Hotels – 7/2
…"The original concept of boutique you could argue whether it started with Bill Kimpton or Ian Schrager they found buildings to convert to hotels that wouldn't meet brand hotel standards," said Bjorn Hanson, a lodging analyst with PricewaterhouseCoopers. A couple of decades later, the boutique concept has become so successful that despite some backlash against the term, hoteliers of all sizes and price ranges are rushing to develop boutique brands…Starwood's W brand, known for fashionable bars that attract locals as well as guests, now has 23 locations worldwide, one opening recently in Istanbul, Turkey. W's success set off the creation of lifestyle brands aimed at more mainstream travelers: patrons at JetBlue and Target looking for stylish yet affordable accommodations outside urban hot spots. These include InterContinental's Hotel Indigo, which opened in Atlanta in 2004 and now has 14 hotels; Hyatt's Hyatt Place chain, which started in Lombard, Ill., in 2006 and now has more than 100 locations; and Starwood's Aloft brand, scheduled to open its first hotel in Lexington, Mass., in July

Hotel Chatter - Aloft and Element Lexington Bring Starwood Closer to World Domination Today – 7/2
…Once upon a time, our eager eyes were fixated on little ol' Lexington, Massachusetts because we'd been told the very first Aloft would open there. It didn't. We blamed Canada. And then another Aloft popped up in Rancho Cucamonga, and we were all, "whatever, Lexington, we're not waiting around for you." Then we scored some pics of the first-ever Element, which was set to open in Lexington, and we were excited all over again -- especially since it looked a lot more spacious and comfy than the Aloft we visited in the meantime. And today, July 1st, marks the birth of both the Aloft Lexington and Element Lexington properties, bringing Starwood just that much closer to world domination. Placing both of these hotels in the same market (on the same day and on the same piece of land, no less) when the two products are very similar might be a bit of a risky move, but then again -- all the revenues are going back to the Starwood Mothership either way, so it's not really like these two properties are going to cannibalize each other. While the idea behind the brands was sort of a "element:Westin:aloft:W" sort of relationship, we're curious to see how these two concepts fare compared to one another when they're in the same market. Also, when you're staying in an Aloft and you see the eco-friendly Element out your window, won't it make you feel guilty? Like you're parking your gas-guzzling Hummer next to a little Prius? Just saying…

Financial Express.com (India) - Starwood Hotels to Bring Major Hotel Brands to India – 7/2
…Starwood Hotels & Resorts Worldwide Inc, a hospitality and leisure chain, plans to roll out its upscale brand ‘Aloft’ in India. “We have tied up with a few developers and Citibank subsidiary for the Aloft brand,” said Larry Malarkar, regional director, sales and marketing, India, Nepal and Bangladesh, Starwood Asia Pacific Hotels & Resorts Pte Ltd…The company is also in the process of finalising plans for its other brands including five star luxury brand St Regis, W Hotels and four star brand Four Points...“We are in talks with a real estate company for a property in Mumbai for St Regis and will probably tie up with a developer for a multi-hotel pan India deal for Four Points,” he said. He added that the company sees big potential for the Four Points brand in India while it will be very selective for its W Hotels brand…

Gayot.Com - Starwood Launches First U.S. Aloft Hotel – 7/2
…Starwood Hotels & Resorts Worldwide Inc. recently opened its first U.S. aloft-brand hotel in Southern California on June 23. The aloft Ontario-Rancho Cucamonga is located just minutes from Ontario airport. Designed to appeal to the trendy, hip and young (or young at heart), and billed as a place to "Stay and Play," the 136-room, five-story aloft Hotel features open spaces that were made for mingling. For example, their re:mix lobby is complete with board games, a pool table and a bar. The rooms themselves measure approximately 315 square feet each and have nine-foot ceilings and extra-large windows. Each comes equipped with one king or two queen-sized beds, a 42-inch flat screen TV, iPod docks and high-speed Internet access. Starwood introduced the first aloft Hotel at Montreal Airport in Canada earlier this month, with plans to launch eighteen aloft hotels in cities worldwide by the end of 2008…

Meetings Media – Lofty Lifestyle – 7/2
…If the buzzword for smaller hotels in the last two decades of the 20th century was “boutique,” the hospitality industry’s equivalent in this century is “lifestyle.”…Many of the new lifestyle properties, however, are fanning out to suburbs and airports where it is less expensive to build. But like the earlier crop of boutique properties, their mantra is personalized service…aloft and Element. The two company-owned hotels share a land parcel in Lexington, Mass. The 123-room Element Lexington will have 800 square feet of meeting space and the 136-room aloft Lexington will have 600 square feet, which will be pretty much standard for the brands. An aloft slated to open in 2009 in Las Vegas, however, will have 4,000 square feet of meeting space. Launched in 2005, the aloft brand will have loft guest rooms with nine-foot ceilings that Starwood says will be a combination of high-tech office and entertainment center. Public spaces are designed to draw guests to socialize, and there will be an indoor or outdoor pool and a 24-hour, one-stop food and beverage area. There were 20 aloft groundbreakings last year…

Boston Globe – Test Beds in Lexington – 7/1
…Travelers looking for a place to rest while recharging their iPhones or calculating their carbon footprints now have two options along Route 128: The tech-savvy Aloft and the eco-conscious Element hotels. Starwood Hotels & Resorts Worldwide Inc. is unveiling these two in Massachusetts chains today in hopes of appealing to business travelers visiting the beltway of tech firms here and leisure travelers wary of contributing to global warming while they unwind. The company chose this historic town as the site for its first Aloft in New England and its first Element in the country as a way to recycle the real estate it's owned for more than 30 years and to test services and amenities on a batch of ideal hotel guests before rolling out the brands elsewhere. "We like the Lexington community and its sensibility toward the environment," said Brian McGuinness, vice president of Aloft and Element hotels. "They have really embraced open green spaces, community parks, and recycling. When we decided to launch these brands, we thought it only fitting to reinvigorate our space that we own there, to reinvigorate our place within the community." To do that, Starwood tore down the old Sheraton Inn. It reconfigured the 6-acre site, blasting rocks to carve out a grassy open space and building two hotels that face each other on the lot. Both hotels have ecofriendly features like VIP parking for hybrid vehicles and offer the same high-tech amenities like free Wi-Fi throughout the properties but they market themselves differently. With room rates starting at $109 a night, Aloft is supposed to be a more affordable version of Starwood's W chain. Aloft caters to individualistic, stylish, tech-savvy, business travelers who fall into the 25-to-49 age range and prefer do-it-yourself options, according to a presentation the hotel created about its target customers. These travelers shop at Target and Williams-Sonoma, "fly JetBlue, not the other guys," "prefer Apple over Microsoft and IBM," "have an iPod (a real one) and not an MP3 player," "pair Hermes with Gap, Polo with Levis," and are "relatively in shape" and use skin-care products. As a result, Aloft's hot-pink, racing-stripe-themed lobby features a virtual concierge that helps travelers book restaurant reservations using a touch-screen PC as well as self-service check-in kiosks to the left of the front door. "Everything is hectic. Just to get here is crazy now. You have to practically undress at the airport," said Christopher Hartzell, the Lexington general manager of Aloft and Element. "Some people don't want to see another person at the end of the day." The hassle-free attitude is paired with a nightclub-cool design. Guests entering the elevators will notice the drapes and the liquid-gel floors. The hallways are free from artwork and patterned wallpaper, instead drawing the eye around the curved walls. Each of Aloft's 136 guest rooms features a flat-screen TV on which travelers can stream music from their iPod while looking at a split screen where they can watch TV on one side and view their Power- Point presentation on the other. The shelves near the sunlit showers are stocked with Spin, Wired, and Dwell magazines instead of the usual ones advertising tourist attractions. Across the courtyard lawn, Element positions itself as an extended-stay hotel for a slightly older set of travelers who go on more frequent but longer business trips. Nightly rates start at $ 119, but fall to $89 for stays of 30 consecutive days. According to the hotel's customer profile presentation, these 30- to 55-year-olds are "self-reliant, conservative, and private by nature," "like some luxuries, but still consider themselves down to earth," shop at Macy's and Nordstrom, and read Newsweek, National Geographic, and Consumer Reports. The first thing these customers will probably notice when entering the 124-room hotel is the flatscreen TV on an entryway's wall displaying how much energy and water the hotel is consuming each minute, hour, and day. Guilt-tripped guests will be relieved the screen also gives hints on what they can do to conserve more resources. The green and earth-tone guest rooms feature in-room recycling bins. The room's kitchens are lined with EnergyStar-rated appliances and have special faucets with filtered water to eliminate the need for landfill-clogging plastic bottles. The bathrooms feature toilets with two flush buttons one rinses with less water, so pick appropriately and water-conserving shower heads…
Fast Company – The JetBlue of Hotels – July
…Cool design at a fair price—inside the new Aloft brand. “There was a sameness that seemed unnecessarily terrible. It was as if everything was specified out of the ugly-carpet catalog,” says architect David Rockwell, referring to stalwart midlevel hotel chains such as Hilton Garden Inn. Starwood Hotels & Resorts asked Rockwell to help it develop some fresh ideas, and Aloft Hotels, debuting this summer, is the result. “We thought, Why can’t we bring something similar to our W experience down to the masses?” says VP Brian McGuinness, who expects to charge a 10% to 15% premium over the Courtyards of the world (say, $165 a night versus $150). Starwood plans to open 72 Alofts by the end of 2009 and ultimately 500 worldwide…

CurbedWire (Blog) – W's New Aloft Opens – 7/1
…Some local news from hotel developer Starwood. The first Starwood "aloft" Hotel in the US (err, California?) opened at HavenPark, a $60 million master planned mixed use development in Rancho Cucamonga. The aloft is the newest brand for W; according to the Pittsburgh Business Times, "W aloft is one of a new breed of "upscale, limited-service" hotels that takes the bare-bones approach of limited-service hotels and upgrades it for a higher-ticket, more-urban and style-conscious clientele." So more spendy, we're assuming?...

USAE News – Checking Inn USAE: aloft – 7/1
…Starwood Hotels and Resorts Worldwide Inc. announced the opening of aloft Montreal Airport, the first aloft to open anywhere in the world. Developed and owned by the joint venture between Silver Hotel Group and Northampton Group Inc., the 136-room hotel will offer a variety of intuitive technologies, atmospheric public spaces, and an array of guest amenities. aloft Montreal Airport is located at the entrance to the Trudeau International Airport, with easy access to local attractions, shopping, entertainment and numerous corporate headquarters. Guests will be 20 minutes from downtown Montreal, where they can enjoy French cuisine, museums and scenic parks. Also nearby are the cobblestone streets, boutiques, art galleries and cafés of Old Montreal…

USA Today - Budget Chain Raises The Roof – 6/27
…As the economy slows, the U.S. hotel industry (even the once high-flying luxury segment) is feeling some pain. The latest stats from Smith Travel Research show that occupancy and revenue are flattening from the same time last year. The good news is that budget properties are not only a good value, but are upgrading, too. The Red Roof Inn chain has just announced a "Next Generation Redesign" that will bring new properties built from the ground up. Bathrooms will have granite countertops, vessel sinks and oversized walk-in showers…aloft touches down Starwood's much-awaited limited-service chain that some have dubbed "W Lite" has landed. The aloft Montreal made its debut June 5; the first U.S. property opened last week in Rancho Cucamonga, Calif. (It's in Southern California near Ontario.) Starwood says rates will vary by market, but will average about $150 a night. Each aloft will have a living-room lobbybar for socializing and modern minimalist rooms with cork headboards. Atlantic City luxe. The successful Borgata now has an adjacent sister property that's non-gaming. The Water Club has 800 rooms and suites (rates currently start at about $300) and is due to celebrate its opening with a ribbon-cutting ceremony today…