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Starwood and W Introduce aloft

Today, Starwood announced that project XYZ is officially aloft. aloft, that is what the new Starwood brand aimed at "select-service" hotels will be called.

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.

With generous nine-foot ceilings and oversized windows, guest rooms will have a decidedly loft-like feel. In addition to the guest room centerpiece -- a signature, ultra-comfortable bed for which Starwood's brands are well known -- a well-designed workspace, an mp3 docking station and a flat panel television will further differentiate the aloft guest room.

These first aloft properties will be located in Lexington, Massachusetts, Tucson, Arizona, San Francisco Airport, Philadelphia Airport, and Cherry Creek, Colorado. Starwood anticipates the first hotels to break ground in early 2006 and open in early 2007, with 500 properties worldwide expected by 2012.

Let's hope this turns out better than that whole Hotel Indigo thing.  

Stay tuned.

Related Stories:
·   W Hotels is Going aloft [BusinessWire]
·   W LES: Crop Circles Or Inevitable Ground Breaking? [HotelChatter]