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“STYLE AT A STEAL” COMES TO TAPESTRY PARK AS SECOND ALOFT HOTEL OPENS IN JACKSONVILLE - January 13, 2011
Starwood Hotels & Resorts Worldwide, Inc. today announced the opening of a second Jacksonville property with Aloft Jacksonville Tapestry Park.

White Plains, NY, January 13, 2011 – “Style at a steal” is coming to lively Tapestry Park.

Aloft Hotels, the sizzling brand from Starwood Hotels & Resorts Worldwide, Inc. (NYSE: HOT) that’s rocked the hotel industry since launching in 2008, today announced the opening of a second Jacksonville property with Aloft Jacksonville Tapestry Park.  Aloft made its Jacksonville debut in 2009 with Aloft Jacksonville Airport.

With 137 loft-inspired rooms, Aloft Jacksonville Tapestry Park will bring urban-influenced, modern, open, and vibrant design – at an affordable price point – to Tapestry Park’s European-inspired streetscapes.  Aloft will also buzz with a social guest experience that includes the dynamic re:mix SMlounge, a playful place to work or relax, and the always-happening w xyz SM bar, with its signature cocktails and surprise sets by star local artists and DJs.

Aloft Jacksonville Tapestry Park will pursue a coveted Leadership in Energy and Environmental Design (LEED) Gold certification from the United States Green Building Council (USGBC).  LEED is the nation’s preeminent program for the design, construction and operation of high performance green buildings. Starwood currently has 10 LEED certified properties throughout its portfolio, including two other Aloft properties – Aloft Charlotte Ballantyne and Aloft Tempe.

At Aloft Jacksonville Tapestry Park, travelers and locals alike will find smart signature features that have made the Aloft brand 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 re:mix 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, gourmet “grab-and-go” cafe offers sweet, savory and healthy snacks and beverages 24 hours a day.

Guests can choose to check in via touchscreen through Aloft’s signature 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 by Bliss® Spa.  Aloft Jacksonville Tapestry Park is pet-friendly, with special arf amenities and treats for Fido or Rover.

Aloft Jacksonville Tapestry Park guests will find close to 30 restaurants and entertainment options within walking distance in Tapestry Park, an urban village boasting a unique combination of residential, retail, office space, and popular eateries.  Tapestry Park is a component of Deerwood Park, the Jacksonville metropolitan area’s largest suburban office development, with over 3.4 million square feet of office space. The 1000-acre park began in 1983 and is home to over 50 companies employing over 15,000 people.  Within five miles of Tapestry Park are approximately 72,000 employees.  For business, Aloft Jacksonville Tapestry Park features Tactic, more than 3,600 sleek square feet of completely flexible, wired meeting space.

“Opening in Tapestry Park situates Aloft guests at the pulse of one of Jacksonville’s key commercial and corporate hubs,” said Brian McGuinness, senior vice president of Specialty Select Brands for Starwood.  “Tapestry Park is also energetic and eclectic, so it’s a perfect match for Aloft’s style.”

Jason Simballa, general manager of Aloft Jacksonville Tapestry Park, agreed.  “Along with all the Aloft features that guests have come to love, the Tapestry Park location gives travelers a major advantage,” he said.  “And we’re looking forward to welcoming Jacksonville locals with a stylish new space to hang out after work, meet friends on weekends, and unwind any time.”

Tech-forward Aloft recently launched teamed with Foursquare, the fast-growing mobile app and web site that allows users to “check in” online at different venues, broadcast their location with friends on sites like Twitter and Facebook, and access insider tips on the places they visit.

On Foursquare’s site, Aloft’s tips page will feature smart, branded tips on destinations, along with exclusive promotions at Aloft’s buzzing w xyz bars across the country. From now through January 18, 2011, Foursquare users who check into participating Aloft Hotels for the first time will receive a 20 percent discount at the w xyz bar.

For more information about Aloft Jacksonville Tapestry Park and the best rate guarantee please 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 nearly 50 hotels open in the two years since Aloft first arrived on the scene and nine more planned in 2011, 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.

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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