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ALOHA! THE NEW TWIST IN TRAVEL LAUNCHES IN LATIN AMERICA - July 12, 2007
aloft hotels scheduled to open in Mexico in 2009

White Plains, N.Y. July 12, 2007 – aloha! Starwood Hotels & Resorts Worldwide, Inc© (NYSE:HOT) and its much-anticipated new lifestyle brand, aloft SM hotels, todayformally launched the aloft brand in Latin America at the W Mexico City.

Conceived by the same team that created W Hotels, one of the most successful new hotel brands in decades, aloft delivers affordable, stylish design, accessible technology and a refreshing new attitude to the current lodging industry. In the same way that W Hotels broke through the clutter of conformity in the upscale hotel arena, aloft will raise the bar in the select-service category, offering urban-inspired, loft-like guest rooms, leading edge technology services, and an energetic lounge scene.

“We say aloha!to Latin America with the introduction of aloft hotels in Mexico,” said Ross Klein, President of Starwood's Luxury Brand Group and aloft hotels. “Infused with the DNA of W, aloft will bring style, convenience and a social atmosphere to the diverse and bustling Latin American landscape, offering a fun new way to play and stay to a global community of business and leisure travelers."

“We look forward to continuing our aggressive expansion in destinations and markets around the world in which we traditionally have not had a presence,” said Osvaldo Librizzi, President of Starwood Hotels & Resorts Worldwide, Inc. Latin America. “In Mexico, aloft will bea bold, new investment choice, bringing travelers a refreshing alternative in key cities and locations including Mexico City and the rest of the country”

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 Hotel brand’s 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. 

aloft currently has over 50 projects underway with more than 30 developers to build aloft hotels around the world. The first aloft hotels are targeted to open in 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 2008, with 500 properties worldwide expected by 2012.

About Starwood Hotels & Resorts, Worldwide Inc.

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.

(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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