aloft -- A Vision of W Hotels: A New Destination Sensation in the Travel Industry

aloft -- A Vision of W Hotels: A New Destination Sensation in the Travel Industry

October 23, 2006

Innovative Design, Style and Technology to Reinvent the Current Business Segment
aloft; Adverb: in or Into a High Place; High or Higher Up

    SINGAPORE, Oct. 23 /Xinhua-PRNewswire/ -- aloha!
Starwood Hotels & Resorts Worldwide, Inc. (NYSE:HOT)
and its successful W Hotels division have done it again.
Carrying the DNA of W Hotels, aloft hotels formally
launched in Asia Pacific today at the Hotel Investment
Conference (HICAP) in Hong Kong. Developers and members of
the media can see the brand come to life for the first time
at the custom-designed aloft experience room, set at the
conference venue. The aloft room offers a firsthand look at
the unique and stylish spirit of the brand and experience
its refreshing look and feel.

    As a Vision of W Hotels, aloft is conceived by the same
team that created W Hotels, widely regarded as one of the
most successful new brands in decades. In the same way W
Hotels broke through the clutter of conformity in the upper
upscale hotel arena, aloft will raise the bar in the
midscale category, offering urban-inspired, loft-like guest
rooms, enhanced technology services, landscaped outdoor
spaces for socializing day and night and an energetic
lounge scene. Design visionary David Rockwell and the
Rockwell Group, whose award-winning projects include the
Kodak Theater, Nobu and the W Union Square, are
collaborating on the brand's design.

    "We are building on our success and lessons
learned from W and reinventing the category," said
Steven J. Heyer, Starwood's Chief Executive Officer. 
"aloft will offer travelers a radical departure and a
welcome, refreshing alternative to what's currently out
there.  We intend to deliver great style, design and
functionality, all at an affordable room rate, with a high
comfort quotient."

    "Our customers are more sophisticated and they
expect more than just a place to sleep.  With aloft, we're
shaking things up and offering something fresh, inspiring
and ultimately more fun," said Ross Klein, President
of W Hotels Worldwide.  "We see aloft as an oasis at
the end of the road, a place that's comfortable, easy and
effortless." 

    aloft will revamp the same-old, same-old, polyester and
concrete experience by bringing stylish accommodations and a
social atmosphere to business and leisure travelers. The
aloft concept features loft-like guest rooms with generous
nine-foot ceilings, oversized windows, a well designed
workspace and bathrooms with spacious walk-in showers and
amenities created by bliss(R) spa.  In addition to the
guest room's centerpiece -- a signature, ultra-comfortable
bed for which Starwood's brands are well known -- guests
can get connected with plug & play, aloft's signature
one-stop connectivity solution for multiple electronic
gadgets such as blackberries, mp3 players and laptops --
all linked to a 32" flat panel television for optimal
sound and viewing.

    aloft's public spaces are designed to draw guests from
their rooms with a variety social offerings. With relax; an
open lounge space ideal for a drink with friends and the
backyard; an open-air area out back, guests can socialize
and gather for light meals during the day or night. aloft
will also satisfy guest's needs 24-hrs-a-day with re:fuel
by aloft, a one-stop area offering  sweet, savory and
healthy food and beverage options to grab and go. Guests
can work out or de-stress at the recharge fitness center or
splash, the indoor or outdoor pool. Each aloft hotel will
also feature flexible meeting and function space and offer
100% wireless Internet access throughout the property. 

    "Our mission with aloft is to bring style,
convenience and a social environment to an otherwise tired,
lonely experience, all at a great price," said Miguel
Ko, President of Starwood Hotels & Resorts, Asia
Pacific.  "We have worked closely with key developers
and guests across Asia Pacific to refine our prototype and
signature features to create an efficient and profitable
product which guests will love.  We are excited to be
introducing aloft to Asia Pacific and are already in
advanced negotiations with numerous partners across the
region."  

    Starwood hinted that construction is likely to commence
within this year in several locations, including Bangalore,
Sydney, Bangkok and Singapore. Results from surveys
indicate a preference for hot food options and a full
service restaurant in Asia Pacific.  As a result, the North
America prototype has been adapted for various Asian markets
to incorporate a full service restaurant that will be leased
to qualified third party operators, and re:fuel by aloft
will offer enhanced food offerings including a range of hot
food options.

    Starwood anticipates the first aloft hotels to open in
2008, with 500 properties worldwide expected by 2012. The
company has received overwhelming interest from the hotel
development community since announcing the new brand mid
last year. 10 aloft hotels are already under development in
North America and Starwood is processing applications from
various projects as well.  

    Starwood Hotels & Resorts Worldwide, Inc. is one of
the leading hotel and leisure companies in the world with
approximately 850 properties in more than 95 countries and
145,000 employees at its owned and managed properties.
Starwood(R) Hotels is a fully integrated owner, operator
and franchisor of hotels and resorts with the following
internationally renowned brands: St. Regis(R), The Luxury
Collection(R), Sheraton(R), Westin(R), Four Points(R) by
Sheraton, W(R), Le M¨¦ridien(R) and the recently announced
aloftSM. 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
http://www.starwoodhotels.com . 

    For more information, please contact:

     Hwee Peng Yeo
     Corporate Communications Manager
     Starwood Hotels & Resorts, Asia Pacific
     Tel:   [phone]
     Email: [e-mail]

SOURCE  Starwood Hotels & Resorts Worldwide, Inc.