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starwood loves to lowercase its newest hotels

Did you hear about Starwood's new top secret hotel plan, code named "Project ESW?" Well, they've declassified the plans for the super secret Extended Stay Westin--and rebranded with a hot all-lowercase name: element. Think of it as the extended stay alternative to their business travel chain, the Westin.

Aside from the annoying lowercased name, the element concept seems pretty solid: Starwood hopes to build all studio and one-bedroom hotels--no Stelios-sized units here--in 150 domestic markets, with 25 properties opening in the next five years. The hotels will feature all the usual Westin swag like Heavenly Beds, Heavenly Baths and sleek workout rooms. As a bonus, this, from Starwood's PR team:

Starwood eschewed traditional hotel design shops and partnered with leading residential architect, Costas Kondylis, and interior design firm AvroKO, considered innovators in smart space living. The result includes large kitchens with stainless steel appliances, custom-designed closets, in-room offices and gourmet pantries.

Sure, the rooms look all hip and cool for a biz travel spot, but isn't this a little too similar to the W spinoff and all-lowercased chain, aloft?

Related Stories:
· HotelChatter's aloft coverage [HotelChatter]
· Let's Face It, Extended Stay Hotels Will Never Be Cool [HotelChatter]