White Plains, NY, June 7, 2010 - Starwood Hotels & Resorts Worldwide, Inc. (NYSE: HOT), today announces the opening of Aloft Winchester.  Owned and managed by Hotel Squared, this brand new destination sensation brings style at a steal to Winchester, Virginia with 99 spacious, loft-like rooms, intuitive and accessible technology and a vibrant, social atmosphere.

Located in the heart of Shenandoah Valley, Aloft Winchester is right by the entrance to Shenandoah University at the intersection of Millwood Pike and I-81. The stylish, new hotel is just minutes from Rubbermaid Commercial Products, Winchester Medical Center and Kraft corporate offices. Guests will also enjoy convenient access to Winchester Speedway, Apple Blossom Shopping Center and Rock Harbor Golf Course.

“Aloft Hotels brings a compelling blend of urban style and social interplay to downtown Winchester, in the heart of scenic northern Virginia,” said Brian McGuinness, Senior Vice President of Specialty Select Brands for Starwood.  “With its bold design and social atmosphere, Aloft caters to the next generation of travelers who expect their lodging to reflect their constantly evolving lifestyle."

“We are delighted to partner with Starwood to introduce Aloft to Winchester, a popular destination for both business travelers and vacationers,” said Bipin Patel, Owner, Hotel Squared.  “Aloft Winchester targets both sophisticated travelers and area professionals with its eclectic and electric experience, lively re:mix ^sm lounge and w xyz ^smbar.” Aloft Winchester joins a growing list of 40+ global destinations for the brand, located everywhere from Brussels to Beijing and Chicago to Charlotte.

For more information or reservations, visit www.alofthotels.com or call 877-Go-Aloft.

About Aloft Hotels
Created to shake up the staid, 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 - 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. Aloft hotels are geared toward savvy, design-conscious consumers who grew up with the democratization of design. Building on its tech-savvy DNA, the brand recently pioneered the industry’s first “keyless entry” automatic check-in program at Aloft Lexington in Massachusetts.  With 40 hotels open in the 18 months since Aloft first arrived on the scene and 10 more opening in 2010, Aloft can be found everywhere from Abu Dhabi and Baltimore to Dallas and Beijing and everywhere in between. For more information, please visit www.alofthotels.com.

Aloft Hotels, like all brands within Starwood’s portfolio, is proud to offer the Starwood Preferred Guest^® program, which offers a breakthrough policy of no blackout dates on Free Night Awards. To learn more, please visit www.spg.com.

About Starwood Hotels & Resorts Worldwide, Inc.
Starwood Hotels & Resorts Worldwide, Inc. is one of the leading hotel and leisure companies in the world with 1,000 properties in nearly 100 countries and territories with 145,000 employees at its owned and managed properties. Starwood Hotels is a fully integrated owner, operator and franchisor of hotels, resorts and residences with the following internationally renowned brands: St. Regis®, The Luxury Collection®, W®, Westin®, Le Méridien®, Sheraton®, Four Points® by Sheraton, and the recently launched Aloft®, and Element ^SM.  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 www.starwoodhotels.com.

About Hotel Squared
Hotel Squared Managementis a vertically integrated Hotel Development and Management Company.  Hotel Squared Management develops and manages each of its hotels with the vision and passion of an artist and is committed to exceeding industry standards.  The results are extraordinary hotels and corporate culture dedicated to providing an exceptional level of service.  The company’s current portfolio consists of 26 Select Service Hotels throughout the Midwest, Northeast, and Southeast comprising over 2,500 luxurious rooms in major leisure, business and convention markets across the United States.