Aloft Hotels Eyes Global Expansion in 2010: Openings Includes Brussels, Bangalore - and Brooklyn

Aloft, the much-talked-about brand from Starwood Hotels & Resorts Worldwide, Inc. (NYSE: HOT) is set to open ten new hotels in the coming year, with half of its 2010 pipeline consisting of international properties. With nearly 40 hotels open since its June 2008 debut, the Aloft brand became the talk of the hospitality industry by going global while in launch mode, opening China's Aloft Beijing Haidian and Aloft Abu Dhabi in the United Arab Emirates in the brand's first 15 months.

"The Aloft brand is an important source of fuel for Starwood's strategic, global expansion, with owners, developers and guests embracing the game-changing concept," said Simon Turner, President of Global Development. "The brand, which has an existing presence in four countries, is at a pivotal point in its growth cycle and is poised to continue to break new ground in 2010 as it debuts in India and Europe, while further establishing its presence in the U.S. and China."

Created to offer an alternative to the traditional select service segment of the hotel industry, the Aloft brand delivers style at a steal, with urban-influenced, modern, open and vibrant design - and a social guest experience - all at an affordable price point. In the same way that W Hotels broke through the clutter of conformity in the upscale hotel arena a decade ago, Aloft is shaking up the industry for the next generation of traveler.

"Along with sharp design, smart technology, and accessible price points, there's a genuine buzz inside Aloft properties that's been appealing to guests around the world," said Brian McGuinness, Senior Vice President of Starwood's Specialty Select brands. "The energy of Aloft matches the dynamic business environments where we're expanding."

This year, three Aloft hotels will open in India alone, where the corporate travel market is estimated at more than $3 billion by Business Traveler magazine. The Aloft brand plans properties for Chennai, India's fifth-largest city and its second-largest exporter of software and infotech; Bangalore, the "Silicon Valley" of India; and Coimbatore, one of India's fastest-growing cities and a powerhouse in textiles and engineering.

Europe's first Aloft hotel will open its doors in Brussels, near the heart of the Belgian capital and European Union hub. And stateside, the Aloft brand will open two New York City properties - one in the Big Apple's Brooklyn and the other in the heart of Harlem.