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ALOFT HOTELS MAKES LANDMARK DEBUT IN THE UNITED KINGDOM - October 31, 2011
Starwood Hotels & Resorts Worldwide, Inc. (NYSE:HOT) today announces the debut of its new destination sensation brand, Aloft® Hotels, in the United Kingdom with the opening of Aloft London Ex

White Plains, New York, October 31, 2011 – Starwood Hotels & Resorts Worldwide, Inc.® (NYSE:HOT) today announces the debut ofits new destination sensation brand, Aloft® Hotels, in the United Kingdom with the opening of Aloft London Excel.

In the same year that Starwood launched its world-renowned W® Hotels brand in London, the innovative hotel giant has once again reinvented hotel design and launched a second new brand in the UK market. Aloft has been created to shake up the staid and traditional mid-market hotel sector and is redefining the category by delivering urban-influenced, modern and vibrant design and a social guest experience at an affordable price point.

Situated in the heart of London’s Docklands, next to the ExCeL International Exhibition and Convention Centre, Aloft London Excel features 252 loft-like guest rooms, a buzzing bar scene, a grab-and-go food pantry and industrial design elements throughout. Aloft London Excel is owned by ADNEC (Abu Dhabi National Exhibitions Company) which also owns ExCeL London as well as Aloft Abu Dhabi, the Middle East’s first Aloft hotel, which is located adjacent to the Abu Dhabi National Exhibition Centre.

“The launch of Aloft in the UK underscores the strength of the Starwood network and the power of the Aloft brand,” said Brian McGuinness, Senior Vice President, Speciality Select Brands for Starwood. “Aloft’s emphasis on high design combined with its tech-savvy features and social atmosphere all at an affordable price point translates globally and is attracting a growing group of loyal travellers. Aloft’s international expansion so early in the brand’s life cycle is unprecedented.”

Aloft London Excel boasts atmospheric public spaces where guests can mix and mingle, read the paper, work on laptops, play a game of pool or grab a drink with friends at the re:mixSM lounge and w xyzSM bar. The spacious guest rooms feature the brand’s signature ceilings of nearly three metres high, oversized windows and an ultra-comfortable platform bed as well as large walk-in showers with complimentary Bliss Spa® products. Designed with the digital generation in mind, Aloft London Excel has free wireless internet access throughout the whole hotel, including all guest rooms. Each room is also equipped with a unique plug-and-play connectivity solution which connects most electronic devices to the 42’’ flat-screen TV, turning the room into a high-tech office as well as an entertainment centre.

Guests will be able to de-stress and re-energise in the re:chargeSM  fitness centre and Splash SM pool and grab a bite to eat at re:fuel by AloftSM , a one-stop, 24-hour grab-and-go food and beverage area, offering sweet, savoury and healthy food, snacks and drinks.

For work meetings, training courses and presentations, the hotel’s five Tactic meeting rooms are equipped with the latest generation of audio-visual hardware, providing the perfect creative space for groups of up to 15 people.

About Aloft Hotels
With more than 50 hotels open in the three years since Aloft first arrived on the scene, Aloft has changed the hotel landscape offering style at a steal everywhere from Abu Dhabi and Baltimore to Dallas and Beijing and everywhere in between. For more information, please visit www.alofthotels.com.

Aloft, like all brands within Starwood's portfolio, is proud to offer the Starwood Preferred Guest(R) 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 1058 properties in 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.  The company boasts one of the industry’s leading loyalty programs, Starwood Preferred Guest® (SPG®), allowing members to earn and redeem points for room stays, room upgrades and flights, with no blackout dates. 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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