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ALOFT, STARWOOD’S SIZZLING “STYLE-AT-A-STEAL” BRAND, TO DEBUT IN PANAMA - 1月 18, 2011
A Worldwide Hit, Aloft Is Set to Shake up Panama’s Mid-Market Hotel Landscape

White Plains, NY – 18th of  January,  2011,  Extending its reach in Latin America, Starwood Hotels & Resorts Worldwide, Inc. (NYSE:HOT) today announced the debut of its fast-growing Aloft brand in Panama City, Panama set to open in December 2012.

Located in the capital city of Panama, the newly constructed hotel is being developed by Nuevos Hoteles de Panama S.A. which will also operate the hotel under a franchise agreement with Starwood. Nuevos Hoteles de Panama, S.A. also owns the Sheraton Panama Hotel & Convention Center.

Aloft Panama, featuring 312 rooms and over 4,000 square-feet of flexible meeting space, will offer business and leisure travelers easy access to downtown and local attractions. This new urban development boasts an ideal location across from the Atlapa Convention Center, 15 minutes from the Tocumen International Airport and 10 minutes away from the financial center.

Aloft Hotels is the sizzling “style-at-a-steal” brand from Starwood Hotels and Resorts Worldwide Inc. (NYSE: HOT) that has rocked the hotel industry since launching in 2008.  With nearly 50 properties now open worldwide, the brand has enjoyed the fastest ramp-up in hospitality-industry history.   Designed to appeal to the iPad generation, Aloft brings urban-influenced, modern, open, and vibrant design at an affordable price point.  Aloft Panama will also buzz with a social guest experience that includes the dynamic re:mix SMlounge, a playful place to work or relax, and the smart wxyz SM bar, with its signature cocktails and surprise sets by star local DJs and up-and-coming musicians.

 “We are thrilled to introduce Aloft to Panama as a new choice and a unique experience for international travelers” said Jorge Liakopulos of Nuevos Hoteles S.A.  “The new Aloft Panama will redefine the hotel landscape in Panama, and we are extremely pleased to partner again with Starwood Hotels & Resorts, one of the leading hotel and leisure companies in the world.”

Osvaldo Librizzi, President of Starwood Hotels & Resorts Latin America, agreed.  “We look forward to continuing our aggressive expansion in destinations and markets throughout Latin America.  In Panama, Aloft will make a bold, new statement, bringing both business and leisure travelers a vibrant alternative for hotel stays in this key city,” he said.  ”While Starwood has had a long and successful presence here, and our brands enjoy a loyal following, Panama’s growth and potential continue to present new opportunities.”  With the opening of the aloft Panama, Starwood will have over 1,700 hotel rooms in Panama supporting both the business and tourism sectors with employment opportunities in  the regional economy, he said.

At Aloft Panama, travelers and locals alike will find smart signature features that have made Aloft the most successful launch in hospitality industry history.  Savvy guests can surf their iPads, work on laptops via complimentary hotel-wide wireless Internet access, shoot a game of pool, or grab a drink with friends in the always-happening re:mix SM lounge.  The re:charge SM fitness center and splash indoor pool, give travelers options to de-stress and re-energize, while re:fuel by Aloft SM, a one stop “grab-and-go” cafe with an urban cafe feel, offers sweet, savory and healthy food, snacks and beverages 24 hours a day.

Guests can choose to check in via the touchscreen kiosk, which allows them to select a room and view floor maps.  Inside guest rooms, urban-influenced design rules.  The centerpiece: An ultra-comfortable plush platform bed.  Loft-like nine-foot ceilings and oversized windows create a bright, airy environment.  Large, stylish bathrooms complement the guest experience with walk-in showers featuring rainfall showerheads and signature bath amenities created by Bliss® Spa.

Starwood Hotels & Resorts currently features six hotels in Central America including the Four Points by Sheraton Colon, Four Points by Sheraton Panama, Sheraton Panama Hotel & Convention Center, Le Méridien Panama, the Sheraton Presidente San Salvador, and The Westin Camino Real Guatemala City.Starwood’s portfolio in Latin America now includes 63 best-in-class hotels – and is the largest international hotel company in the upper-upscale and luxury segments in Latin America.

For more information or reservations, visit www.alofthotels.com.

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 more than 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. With 47 hotels open in the two years since Aloft first arrived on the scene and 14 more opening by 2013, Aloft can be found everywhere from Baltimore to Beijing to Brussels 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 1025 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.  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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