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ALOFT BRINGS A NEW TWIST IN TRAVEL TO ROGERS, ARKANSAS - April 19, 2007
aloft Rogers Breaks Ground!

White Plain, N.Y./ Rogers, AR – April 19, 2007 - aloha!  Starwood Hotels & Resorts Worldwide, Inc. (NYSE:HOT) and its much-anticipated new lifestyle brand, aloft hotels, announced today that aloft has partnered with CSK hotels, LLC to break ground on its first hotel in Arkansas.

aloft Rogers, located at the intersection of I-540 and New Hope Road, is just blocks from the heart of Rogers’ newest and most dynamic development areas, offering a refreshing alternative to the current lodging options. The six-story, 130-room hotel gives business and leisure travelers easy access to nearby business centers and local attractions, such as the Northwest Arkansas Regional Airport, Wal-Mart’s corporate headquarters, Pinnacle Hills and the Promenade.  In addition, aloft Rogers is a mere half hour drive from the University of Arkansas.  The property is expected to open its doors in early 2008.

“With over 95% of commuters driving to work in the morning, Rogers truly is a city on the go,” said Ross Klein, President, Starwood Luxury Brand Group and aloft hotels. “Now visitors and residents will finally have a place to pause, play and stay at our new destination sensation, aloft Rogers.”

CSK hotels, LLC, based in Fort Smith, AR will be one of the first aloft properties to open in the U.S.  “We are very excited about this concept,” said Chris Whitt, partner. “It is something new not only to Northwest Arkansas, but to the whole traveling experience.

As a Vision of W Hotels, aloft is shaking up the lodging industry with urban-influenced design, accessible technology, style and a social atmosphere. aloft offers a total sensory experience, with guest lofts featuring loft-like nine-foot ceilings and oversized windows to create a bright, airy environment. The centerpiece of the loft room is the ultra-comfortable signature bed, and large stylish bathrooms complement the guest experience with oversized walk-in showers and amenities created by Bliss® spa.Each guest loft is also a combination high-tech office and entertainment center, featuring wireless internet access and plug & play, a one-stop connectivity solution for multiple electronic gadgetry such as PDAs, cell phones, mp3 players and laptops - all linked to a large flat panel HDTV ready television for optimal sound and viewing.

Designed in conjunction with world renowned David Rockwell and the Rockwell group, aloft stays true to the 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 re:mix communal lobby area and bar w xyz. The re:charge fitness center and splash, the indoor or outdoor pool, give travelers options to de-stress and re-energize; while re:fuel by aloft , a one-stop food and beverage area, offers sweet, savory and healthy food, snacks and beverages to grab & go, 24-hours a day. 

The first aloft hotels are targeted to open in first quarter, 2008, with locations expected to be anytown/anywhere… For more information on aloft, please visit www.alofthotels.com.

 

About 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 early 2008, with 500 properties worldwide expected by 2012.

 

About Starwood Hotels & Resorts, Worldwide

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 and ElementSM Hotels. Starwood Hotels also own 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 CSK hotel

CSK hotels, LLC is a real estate and hotel development company based in Fort Smith, AR, with properties in Northwest Arkansas, Little Rock and Memphis.

 

CSK Hotels:

Carolyn Russell, Russell Public Relations

(316) 932-9000

 

(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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