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Global hotel group, Starwood, which has nine brands to its name, has reached a landmark with its latest lifestyle offering, aloft, as the company signed its 50th development project
After launching the new brand in 2005 as a mid-range extension of the luxury W Hotel concept, Starwood began accepting development applications in January 2006 for hotels across the globe, with the first openings set for 2008.
While the vast majority of projects are in the US, the company has also signed deals for hotels in Sydney, Brussels, Beijing, Montreal and Toronto. The latest deal, signed with an affiliate of LaPour, is for a property in Las Vegas and takes the total of US projects to 46.
”Aloft will set a much higher standard for the style, design and technological offerings of moderately priced lodging throughout the hospitality industry, making it a compelling choice for owners and developers who already appreciate the tremendous power of Starwood's lifestyle brands,” said global development group president, Raymond Gellein.
In keeping with the W Hotel identity, guests staying at aloft hotels will have access to a wide range of public spaces designed to draw them out of the hotel room and into a more sociable environment. All properties will feature wireless access throughout, indoor and outdoor pools, fitness centre, 24-hour dining and a casual lobby area with bar w xyz.
Guest rooms will have 9ft (2.7m) ceilings with oversized windows, bathrooms with walk-in showers, high-tech office and entertainment centres and a ”plug & play” facility that allows all manner of electronic gadgets to be connected to the flat panel HDTV ready television.
”As a vision of W Hotels, aloft represents the new twist in travel, providing the next generation of business and leisure travellers with a fun new way to play and stay,” said Starwood luxury brand group and aloft hotels worldwide president, Ross Klein.
”With its urban-influenced design, accessible technology and energetic social scene, aloft brings style and atmosphere to a segment of the industry that has been anything but fashionable.”