Starwood Hotels & Resorts Introduces its Newest Brand, aloft, and the First aloft Hotel in Asia Pacific -- aloft Beijing, Haidian -- to Key Media in China

SHANGHAI, April 21 /Xinhua-PRNewswire/ -- aloha! Starwood Hotels & Resorts Worldwide, Inc. (NYSE: HOT) introduced the newest lifestyle brand, aloft(SM) and aloft Beijing, Haidian, the first aloft hotel in Asia Pacific to key media in China at a fun media event on 28 March 2008.

As a Vision of W(R) Hotels, the aloft brand is shaking up the lodging industry with urban-influenced design, accessible technology, style and a social atmosphere when it was formally launched in Asia Pacific in late 2006. aloft meets an emerging need for a moderately priced, stylish lodging product that would reflect the rapidly evolving lifestyles of youthful-minded travellers. aloft is the new twist in travel, delivering a bold, new lodging alternative to the culture-conscious traveller alienated by cookie-cutter, one-size-fits-all experiences. aloft celebrates the individual and gives guests the freedom to control and customize their travel adventures to fit their personal style. It is a place where walls have been knocked down to create a space that is open in design and open to possibilities as well as where energy flows, personalities mingle and opportunities abound. Anything can happen here!

The core values of the aloft brand consist of sassy, savvy and space. Sassy, carefree and bold, aloft is bright, eclectic and electric. Our sassy, spirited attitude is as fresh and individual as aloft guests themselves; Savvy, confident and in-the-know, aloft attracts likeminded personalities. Active spaces and an open sensibility further provide forward-thinking guests the empowered experience of control; Space, active and open, aloft has reinterpreted the idea of space. A seamless layout matches the free flow of modern living, while encouraging interaction and exploration.

The signature services of aloft include re:fuel by aloft(SM), 24/7 grab & go gourmet, full of light meals, mix & match munchies, healthy bites, dreamy delights, make-your-own cappuccinos and more; w xyzSM, clink! Mix, meet & mingle over cocktails and music at w xyz bar, with everything from pints to Pinot Noirs to signature drinks, plus a snack attack menu, music & can't-miss events Sprint; re:mixSM, sip a drink, read the paper, enjoy free WiFi or pick up a game of pool at the communal lobby area. A playful place or quiet space, re:mix has everything you need, right within reach; re:chargeSM, stretch, lift & pump, 24/7. The fitness centre gives you several workout options including the treadmill, StairMaster(R), elliptical machine, stationery bike, free weights, stretching area and yoga mats; splash, dive in and revive! Swim laps or lounge in style at our pool. Open morning to night, anytime is right for a dip!

Situated in the host city of the 2008 Olympics, aloft Beijing, Haidian will be the first aloft in Asia Pacific and will be joined by a sister hotel to be opened in Bangkok, Thailand. It is conveniently located in the west of Beijing's Science and University Town by the 4th Ring Road, and just 15 minutes' drive to the Olympics Stadium, Summer Palace, Zhongguancun (China's silicon valley).

Creating a new "sassy savvy space" attitude, aloft Beijing, Haidian offers total sensory experience and features 186 urban-inspired, loft-like rooms and suites with 9ft ceilings and oversized windows to allow for more natural light, leading edge plug & play connectivity solution for multiple electronic gadgetries such as PDAs, cell phones, mp3 players and laptops -- all linked to a large flat panel HDTV ready television for optimal sound and viewing. The centerpiece of the guest aloft room is the ultra-comfortable signature bed, and large stylish bathrooms that complement the guest experience with oversized walk-in showers and amenities created by bliss spa(R).

In terms of dining, aloft Beijing will stay true to its W heritage, offering atmospheric public spaces designed to draw guests from their rooms to socialize and make friends. Guests can read the paper, work on their laptops via hotel-wide wireless internet access, play a game of pool or grab a drink with friends at the relaxing communal lobby area re:mix and bar w xyz. 24/7 grab & go gourmet re:fuel serves an innovative menu, offering sweet, savvy and healthy food, snacks and beverages to grab & go, 24 hours a day, 7 days a week. To accommodate with Asian customer, a Hong Kong style Cha Can Ting Nook with more than 30 kinds of dim sum will pamper the time-treasured travelers.

The fitness center re:charge and indoor pool splash are designed as a true destination for those who are simply looking for a pleasant respite during a busy day.

With business in mind, aloft Beijing, Haidian also features 6 flexible meeting and function space tactic and a roof garden yard fitting in any corporate small-scale event.

"We are confident in bringing in the metropolitan mood and feel to Beijing, and extending the aloft brand throughout China and Asia Pacific. This will be a unique experience where a refreshingly designed guestroom meets a sassy social interplay community. With our see green program, we also empower each guest to make ecologically-responsible choices," says Madam Lei Zhang, the general manager of aloft Beijing, Haidian.

aloft Beijing, Haidian will be part of an integrated mixed-use complex including the Four Points by Sheraton Beijing, Haidian Hotel and Serviced Apartments.

Image 1

Link: http://download.yousendit.com/7C9D77D126CCA686

Caption: Aloha! Starwood Hotels & Resorts introduced the newest brand, aloft and the first aloft hotel in Asia Pacific - aloft Beijing, Haidian to key media in China on April 9, 2008. Hwee-Peng Yeo (second from right), Director, Corporate Communications of Starwood Asia Pacific posing with the team at the event.

Image 2

Link: http://download.yousendit.com/ECE05730727EC558

Caption: The exterior rendering of aloft hotel

aloft

Infused with the DNA of W Hotels, aloft is a new destination sensation featuring loft-inspired design, accessible technology and a stylish urban attitude. Starwood anticipates the first aloft hotels to open in 2008, with 500 properties worldwide expected by 2012.

Starwood Hotels & Resorts, Worldwide Inc.

Starwood Hotels & Resorts Worldwide, Inc. is one of the leading hotel and leisure companies in the world with approximately 900 properties in more than 100 countries and 155,000 employees at its owned and managed properties. Starwood 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 Meridien(R) and the recently announced aloft(SM) and ElementSM Hotels. 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/pressclub .

(Note: This press release contains forward-looking statements within the meaning of federal securities regulations. Forward-looking statements are not guarantees of future performance or events and involve risks and uncertainties and other factors that may cause actual results or events to differ materially from those anticipated at the time the forward-looking statements are made. These risks and uncertainties are presented in detail in our filings with the Securities and Exchange Commission. Although we believe the expectations reflected in such forward-looking statements are based upon reasonable assumptions, we can give no assurance that our expectations will be attained or that results and events will not materially differ. We undertake no obligation to publicly update or revise any forward-looking statement, whether as a result of new information, future events or otherwise.)

Related stocks: NYSE:HOT