April 4 2012
Aloft Launches Second Hotel Conversion Project, Ramping up New Channel for Global Growth
As Demand for “Style at a Steal” Brand Continues to Grow, Starwood
to Reposition Four Points Property in Tucson as Aloft Hotel
STAMFORD, Conn.--(BUSINESS WIRE)--Apr. 4, 2012--
Ramping up a new channel for global growth, “style at a steal” brand
Aloft Hotels will launch its second external hotel conversion project
next month, parent Starwood Hotels & Resorts Worldwide, Inc. (NYSE: HOT)
Aloft Tucson University, a former Four Points by Sheraton property, will
undergo a complete renovation before opening in the first half of 2013.
The 150-room hotel is owned by Starwood, demonstrating the company’s
commitment to the fast-growing, three-year-old Aloft brand.
“Our focus on conversions for Aloft is allowing us to bring new
properties online efficiently and to expand our footprint as guests look
for more destinations to experience this exciting brand,” said Simon
Turner, President of Global Development for Starwood. “We believe that
many older assets in metro markets represent enormous untapped
potential. With the right capital investment and the backing of
Starwood’s powerful platforms, the properties get lift as a result of
ever-growing guest loyalty.”
In September, Aloft announced its first conversion project, Aloft San
Francisco Airport set to open this fall. Additionally, Aloft’s “green”
adaptive reuse of Dallas’ historic Santa Fe Railroad terminal won
multiple awards from a local preservation group in 2010.
Aloft Tucson University occupies a prime location as the closest hotel
to the University of Arizona. Located in the center of Tucson, the hotel
will situate guests just minutes from shopping, restaurants, and
entertainment venues, as well as many area companies making it an ideal
choice for a conversion for Starwood.
“We continue to see two types of opportunities as ideal candidates for
an Aloft conversion: Hotels built in the ‘70s or ‘80s in need of
renovation, and unique independent boutique hotels seeking a stronger
brand point of view and the ability to utilize Starwood systems,” said
Allison Reid, Senior Vice President of North American Development for
For consumers, who have made Aloft one of the world’s most in-demand
hospitality brands, conversions will mean access to the brand in more
places, according to Brian McGuinness, Senior Vice President of
Specialty Select Brands for Starwood. “From a growth perspective,
conversions are rewarding because they allow us to bring the Aloft
experience to fresh markets like Tucson more quickly,” he said. “From a
brand perspective, Aloft is particularly well-suited for conversions
because of its urban aesthetic, and because our Gen Y-minded fan base
truly appreciates the sustainable aspects of adaptive reuse. Melding
Aloft’s design sensibility with an original structure also results in a
completely unique product that resonates with our guests.”
Pioneering initiatives in pop culture, design, and technology have
positioned Aloft as a must-have brand for the next generation of
travelers. Aloft hotels has reported consistently high guest
satisfaction scores since launch, reflecting the success of its modern,
and vibrant design at an affordable price point. The Aloft social guest
experience, with the buzzing re:mix™ lounge and happening w
xyz™ bar, earned select hotels within the portfolio
designations on TripAdvisor’s 2011 “Top 10 Trendiest Hotels in the US”
and “Top 10 Trendiest Hotels in the World” rankings lists.
About Aloft Hotels
With more than 55 hotels open in the three years since the Aloft brand
first arrived on the scene, Aloft has changed the hotel landscape
offering “style at a steal” everywhere from Baltimore to Beijing to
Bogota to Brussels -- 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(R) 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 1,090 properties in 100
countries and territories with 154,000 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, Aloft®, and Element SM. The company boasts one of the
industry’s leading loyalty programs, Starwood Preferred Guest (SPG),
allowing members to earn and redeem points for room stays, room upgrades
and flights, with no blackout dates. 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.
Source: Starwood Hotels & Resorts Worldwide, Inc.
Meg Connolly Communications
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