WHITE PLAINS, NY, October 5, 2010 – Those Aloft guests snapping away on their smartphones aren’t just capturing a moment.

By scanning “Tags” scattered around participating Aloft hotels throughout the U.S. and Canada, they’re entering a sweeps to win a VIP trip to an exclusive music showcase, Aloft-sponsored “Live in the Vineyard,” in November.  And they’re making history as part of the first contest by a hotel brand to use digital “Tags” as entries.

Aloft is the new style-at-a-steal brand from Starwood Hotels & Resorts Worldwide, Inc. (NYSE:HOT) that’s rocked the hotel industry since launching in 2008.

Here’s how the Aloft Tag contest works:  From October 4 through October 29, guests can search for up to 3 Tags or bar codes at each participating Aloft hotel in the U.S. and Canada.  Tags will be randomly placed on hotel postcards, on room key inserts, and even as projections on Aloft’s celebrated video walls.  After scanning the Tag with a smartphone, guests will be able to enter their name and email address to be entered into the sweepstakes.  Select postcards, key card inserts, and the video walls that contain the Tag will have a unique code and guests will be able to enter once from each medium, for a total of three possible entries each.

The grand prize includes airfare and accommodations for “Live in the Vineyard” taking place from November 13 to 15, 2010 in California’s famed Napa Valley.

“Aloft guests embrace technology like Tags, and we think they’ll appreciate that we’re the first hotel brand to get creative with Tags in a contest like this,” said Brian McGuinness, Senior Vice President of Specialty Select Brands for Starwood.  “It’s a perfect complement to Live in the Vineyard and our whole music program, which has been a great platform for guests to discover emerging artists.”

Now in its third year, “Live in the Vineyard” (www.liveinthevineyard.com) is the brainchild of music-industry veterans Bobbii Hach-Jacobs and Claire Parr.  The private, once-in-a-lifetime music event unfolds amidst the lush scenery of boutique wineries in California’s Napa Valley every April and November.

“Live in the Vineyard” has earned a passionate following by featuring on-the-verge artists and big name bands alike.  November’s A-list headliners will include KT Tunstall, Zac Brown Band, James Blunt, Joshua Radin and Crystal Bowersox among others.

Tickets for the “Live in the Vineyard” events are also available through special radio station promotions and exclusive Aloft Hotels promotions, including a Facebook giveaway at www.facebook.com\alofthotels.

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 40 hotels open in the 18 months since Aloft first arrived on the scene and 10 more opening in 2010, Aloft can be found everywhere from Abu Dhabi and Baltimore to Dallas and Beijing and everywhere in between.  For more information, please visit www.alofthotels.com.

Guests at Aloft can earn free nights at any Starwood Hotels & Resorts property – the world’s most sought-after collection of hotels – through the Preferred Guest program.  To learn more, 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 1000 properties in nearly 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.