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ALOFT TO DELIVER STYLE AT A STEAL TO OKLAHOMA CITY - Dezember 13, 2010
Aloft Oklahoma City Downtown-Bricktown will open in 2013 in the City’s Revitalized Entertainment District.

WHITE PLAINS, NY, December 13, 2010 – Starwood Hotels & Resorts Worldwide, Inc. (NYSE: HOT), today announced it will debut its new Aloft brand in Oklahoma City in early 2013. Aloft Oklahoma City Downtown-Bricktown will be located right at the heart of the revitalized Bricktown district – the city’s hotspot for arts and entertainment.  Owned by New Century Investments, the newly constructed hotel will offer style at a steal with 140 spacious, loft-like rooms, intuitive and accessible technology and a vibrant, social atmosphere.

“We are delighted to infuse even more energy into Oklahoma City’s dynamic Bricktown district with this stylish new hotel, designed to appeal to today’s savvy travelers,” said Paul Sacco, Senior Vice President of North American Development for Starwood.  “Aloft has shaken up the hospitality industry with one of the fastest and most successful brand launches in industry history, opening more than 40 hotels in less than two years.”

Aloft Oklahoma City Downtown-Bricktown will offer an ideal location at NE 2nd Avenue and Walnut, surrounded by a variety of upscale urban residences.  Just minutes from Will Rogers World Airport, the hotel will be walking distance to shops, restaurants, night clubs and bars, and convenient to Cox Convention Center, AT&T Bricktown Ballpark and Oklahoma City Arena, home of the NBA’s Oklahoma City Thunder.  The new Aloft will offer 5,000 square feet of flexible meeting space, an outdoor pool, indoor spa and sauna, and w xyz smbar.  Aloft Oklahoma City Downtown- Bricktown will be the brand’s second hotel in Oklahoma, joining Aloft Tulsa.

“Aloft Oklahoma City Downtown-Bricktownwill deliver a compelling blend of urban style and social interplay to downtown Oklahoma City,” said Brian McGuinness, Senior Vice President of Specialty Select Brands for Starwood.  “With its bold design and lively social atmosphere, Aloft caters to the next generation of travelers who expect their lodging to facilitate their constantly evolving lifestyle.”

“We look forward to introducing Starwood’s upscale and affordable Aloft brand to Oklahoma City. We expect Aloft Oklahoma City Downtown-Bricktown to appeal to both sophisticated travelers and area professionals with its eclectic and electric experience, lively re:mix sm lounge and w xyz smbar,” said James R. Thompson II, Vice President of New Century Investments.  “By working with Starwood, we are also able to tap into the power of the Starwood network and reach even more travelers through the groundbreaking Starwood Preferred Guest® program.”

For more information or reservations, visit www.alofthotels.com or call 877-Go-Aloft.

About New Century Investments
New Century Investments is an Oklahoma-based corporation and an extension of Thompson Associates, a development / design / construction / management company founded in 1950 by James R. Thompson Sr. Since 1999, New Century Investments has developed solely nationally franchised hotels and unique to market restaurants. The team of James R. Thompson II and Gabby Trad has been nationally awarded for their projects in Oklahoma City and continue to bring an element of excitement to each project. The location for Aloft Oklahoma City Downtown - Bricktown will bring a hip and modern hotel with an urban feel to Oklahoma City and to Downtown as a part of a mixed-use development with retail and restaurants. For more information, please visit www.newcenturyhotels.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 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 Starwood 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 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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