PHOENIX–Starwood Hotels & Resorts Worldwide has named its new upper end select service brand–known since June by its code name XYZ–W Hotels Aloft. Starwood made the announcement at the Lodging Conference here. “In the same way W Hotels cut through the clutter in the upper upscale category when it was first launched, Aloft will have the same impact on its category,” said Ross Klein,president of W Hotels Worldwide. Using the tag line “Up, Up,and Away,” Aloft will offer an alternative to accepted select service brands such as Courtyard by Marriott and Hilton Garden Inn that Starwood thinks lack appeal to both Generation X business and leisure travelers. “Whether business or leisure, travelers typically arrive in select service hotels after a long drive and need space to stretch out and relax. To satisfy this need, weve designed the guest room and public spaces to convey a sense of extra space much like a residential loft,” Klein said. “Ceilings are higher than usual in hotels at this price point, theres much use of natural light, and the footprint of the room is relatively open.” Starwood will get the development ball rolling by building five company-owned units. Targets will primarily be secondary and tertiary markets that Klein described as “connector markets” in that they connect to major markets that would be appropriate sites for a full-service W Hotel. Two of the five company-owned hotels will be airport properties. In addition, Starwood has completed master agreements with a number of developers who have agreed to develop a minimum of five Aloft properties. “Certain developers have committed to build 10, which is a clear sign of confidence in what were doing,” said Ted Darnall, president of the Starwood Real Estate Group. “Were now in discussion with these developers on specific site selection.” In certain cases, Starwood will consider building an Aloft in primary markets. Darnall cited downtown Manhattan and downtown Chicago as likely examples. Both New York and Chicago are home to multiple full-service W Hotels. “We expect to break ground on the first round of properties in early 2006 with hotels opening in mid-2007,” Darnall said.
