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NEXT STOP, BROOKLYN: ALOFT OPENS SECOND NYC HOTEL - June 09, 2011
Starwood Hotels & Resorts’ “style at a steal” Aloft brand today announced the opening of Aloft New York Brooklyn, its second hotel in New York City along with Aloft Harlem.

WHITE PLAINS, NY, June 9, 2011 – One ofNew York City’s buzziest neighborhoods is about to get a hotel to match. Starwood Hotels & Resorts’ “style at a steal” Aloft brand today announced the opening of Aloft New York Brooklyn, its second hotel in New York City along with Aloft Harlem.

Located in the heart of Downtown Brooklyn, Aloft New York Brooklyn’s debut comes on the heels of the much-talked-about December 2010 opening of Aloft Harlem, giving Aloft outposts in two of New York’s most dynamic and thriving neighborhoods.

Aloft is the sizzling “style-at-a-steal” brand from Starwood Hotels & Resorts Worldwide, Inc. (NYSE: HOT) that’s 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 digital generation, Aloft brings modern, vibrant design at an affordable price point.

“With its creative style and energetic vibe, Brooklyn will make a perfect home for Aloft, and we’re excited to expand our New York footprint with our debut property in the borough,” said Brian McGuinness, Senior Vice President of Specialty Select Brands for Starwood.  “For the Gen Y-minded Aloft guest, who brings a real appreciation of what’s next in design and tech, a Brooklyn location makes an ideal home base for exploring New York, and we’re eager to share it with them.”

Featuring 176 loft-like guest rooms, Aloft New York Brooklyn will occupy a prime spot in the heart of Downtown Brooklyn at 216 Duffield Street, adjacent to Starwood’s brand new Sheraton hotel. The hotel is located next to the bustling Fulton Mall, and minutes from the world renowned Brooklyn Academy of Music (BAM), the iconic Brooklyn Bridge, newly opened Brooklyn Bridge Park, happening nightlife, restaurants and hip boutiques. Aloft New York Brooklyn will feature a stunning two-story lobby atrium with its signature w xyz bar and an expansive roof terrace bar with panoramic views of the Manhattan and Brooklyn skylines where guests can mix and mingle and listen to the hotel’s dynamic line up of live performances and dj sets.

"We are excited to open our second Starwood hotel in Brooklyn. The Aloft brand is a great match for the explosive growth in this area," said Rick Day, COO of Real Hospitality Group.

"Our team is energized about bringing a fresh lodging experience to Brooklyn. The hotel will offer the community a unique place to host family and friends or just to meet up for drinks,” added Karl Baugher, General Manager of Aloft New York Brooklyn.

Inside Aloft New York Brooklyn
At Aloft New York Brooklyn, travelers and locals alike will find smart signature features that have made Aloft the most successful launch in hospitality industry history.  Guests can zoom to their rooms in via Aloft’s automatic, pioneering Smart Check-in.  Running on radio frequency identification (RFID) technology, Smart Check-In caters to a new generation of guests on the go who are more interested in high-tech than high-touch service.  Technology has been a vital component of the Aloft brand’s DNA since day one. when the “first” Aloft hotel made its debut in virtual reality on Second Life.

Savvy guests can surf their tablets, work on laptops via fast and free hotel-wide wireless Internet access, shoot a game of pool, or grab a drink with friends in the always-happening re:mix lobby and lounge.  The re:charge SM fitness center and splash, the indoor pool, give travelers options to de-stress and re-energize, while re:fuel, a one stop “grab-and-go” area with an urban cafe feel, offers sweet, savory and healthy food, snacks and beverages 24 hours a day.

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.

Each Aloft room is also a combination high-tech office and entertainment center, featuring wired and wireless Internet access and plug & play, a one-stop connectivity solution for multiple electronic gadgetry such as PDAs, cell phones, mp3 players and laptops – all linked to a large, 42” flat-panel HDTV-ready television for optimal sound and viewing.

About Aloft Hotels
With nearly 50 hotels open in the two years since Aloft first arrived on the scene, 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, 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 Real Hospitality Group
Real Hospitality Group (RHG) is headquartered in Ocean City, Md., and comprises a team with more than 150 years of combined hospitality and travel industry experience. The Real Hospitality Group portfolio includes 19 hotel properties with an inventory of more than 2,500 rooms in gateway cities that include New York, Philadelphia and locations in Morgantown, West Virginia as well as Glens Falls and Montauk, New York. The company is a recognized service provider for Marriott, Hilton, Starwood, Wyndham, and Choice Hotels brands as well as a collection of unique independent hotels.  RHG focuses on total service property management, revenue performance and business development for hotels, resorts and investment ownership groups.   For more information, please visit the company website at www.realhospitalitygroup.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 1051 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.

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