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CANADA SAYS ALOHA TO ALOFT - May 16, 2006
Starwood Hotels' New Select-Service Hotel Brand, Created by the W Hotels Team, To Open Properties in Toronto and Dorval

Toronto, Canada– May 16, 2006 – Starwood Hotels & Resorts Worldwide, Inc. (NYSE:HOT) announced today at the Canadian Hotel Investment Conference, plans for two aloft hotels in Canada.  These aloft properties, part of Starwood’s new select service hotel brand, will be located in downtown Toronto and in Dorval at the Montreal Airport, and will be franchised under long-term license agreements with Starwood.

In the same way W Hotels broke through the clutter of conformity in the upscale hotel arena, aloft - A Vision of W Hotels will raise the bar in the tired select-service category, delivering urban-inspired, loft-like guest rooms, enhanced technology services, landscaped outdoor spaces for socializing day and night and an energetic lounge scene to nearly 500 markets worldwide by 2012. 

“aloft has set out to eliminate the trials of travel by incorporating style, convenience and a social environment – similar to the atmosphere in W’s Living Rooms – to an otherwise tired, lonely experience,” said Brian McGuinness, VP, aloft brand development.  “We're excited about moving into Canada - clearly aloft has made a strong connection with the development community in North America and around the world.”

aloft guest rooms will feature 9-foot ceilings, oversized windows to maximize natural light and create a residential feel, ultra-comfortable beds, well-designed workspaces, and wireless access throughout the property. The hotels will also feature re:fuel, a gourmet grab & go food and beverage concept featuring signature sweet, savoury and healthy foods, 24 hours a day, as well as a destination bar for unwinding, aptly named w xyz.

The aloft Toronto will command a superb address in the dynamic Niagara St. and Portland St. enclave.  The hotel will feature 250 guest rooms in a brand new construction high-rise concept.  The site, adjacent to picturesque Victoria Memorial Square Park, backs onto Front St. West, with the arrival court and main entrance on Niagara St. The area is fast becoming known for lifestyle offerings, including some of the city’s best restaurants and hippest residential projects.   The developer, owner/operator is Manga Hotels International, which is owned by Dave Toor.  Construction is slated to begin mid-2007, with a projected opening in late 2008.

The aloft Dorval will offer travellers at Pierre Elliot Trudeau International Airport a refreshing new place to stay.  The new hotel, featuring 136 loft-like guest rooms, will be located right at the entrance to the bustling airport.  The developer and owner/operator is the Silver Hotel Group, owned by Deepak Ruparell.  Construction is slated to start in late 2006, with a projected opening some 12 – 18 months later.

"We are thrilled to be bringing the aloft concept to life in this vibrant, hip area of Toronto," said Dave Toor, President & CEO, Manga Hotels International. "aloft hotels brings a unique sense of style and service to our guests that will bring something fresh and exciting to the market. It is great to be working with the team at Starwood as they continue to raise the bar.”

 “It is very exciting for us to have the opportunity to be on board as this new brand takes off in Canada,” said Deepak Ruparell, President, Silver Hotel Group. “We believe that aloft hotels will offer travellers a new twist on their hotel stay, offering a stylish, refreshing alternative to what's currently out there.”

Each aloft hotel will incorporate W’s heritage: a totally sensory experience, design integrity and attention to materials as much as to details. Design visionary David Rockwell and the Rockwell Group, whose award-winning projects include the Kodak Theater, Nobu and the W Union Square, collaborated on aloft’s design. 

 

About Manga Hotels International:

Manga Hotels is a wholly owned Canadian hospitality and development company lead by Dave Toor, President and CEO. The company is focused on growth in new build quality hotels franchised with major brands by Marriott, Hilton, Intercontinental Hotel Group.

 

About Silver Hotel Group:
Silver Hotel Group (SHG) is one of the largest privately owned hotel investment, development, and management companies in Canada. The group has been an active participant in the hospitality industry in Canada and the U.S. for over 30 years. SHG's has focused and excelled in all areas involving hotel investments including single assets, portfolio acquisitions, note sales and development. SHG's extensive market knowledge, in-depth management expertise, and diverse brand relations combined with its core management practices and strategic approaches optimize hotel performance and values. SHG's current portfolio includes 16 hotels located in Canada and the U.S., and ranges from internationally branded full and select service hotels to independent boutique hotels.

About aloft:

Carrying the DNA of W Hotels, aloft hotels , Starwood’s much-anticipated new brand in the select-service hotel category, delivers stylish design, accessible technology and a hip urban attitude to another outdated hotel segment. Starwood anticipates the first aloft hotels to open in early 2007, with 500 properties worldwide expected by 2012. Visit aloft hotels online at www.alofthotels.com.

 

Starwood Hotels & Resorts Worldwide, Inc. is one of the leading hotel and leisure companies in the world with approximately 850 properties in more than 95 countries and 145,000 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®, The Luxury Collection®, Sheraton®, Westin®, Four Points® by Sheraton, W®, Le Méridien and the recently announced AloftSM. 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.

 

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(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.)

 

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