Starwood Hotels' Rapidly Expanding Aloft Brand Heads to Louisville

Aloft Louisville Downtown Set to Open in April 2015 near Businesses, Sporting Venues and Entertainment

STAMFORD, Conn. - February 27, 2014 - (BUSINESS WIRE) - Starwood Hotels & Resorts Worldwide, Inc.® (NYSE:HOT) today announced that its leading-edge Aloft brand will soon arrive in Louisville, Kentucky. Owned by REI Real Estate Services, LLC and Poe Companies, LLC and managed by White Lodging Services Corporation, Aloft Louisville Downtown is scheduled to open in April 2015 in the city's central business district. The new-build Aloft hotel will meet the needs of the next generation of travelers, featuring 167 spacious, loft-like rooms, forward-thinking technology and a vibrant, social atmosphere.

"The Aloft brand is a terrific match for the lively city of Louisville and will likely attract savvy travelers and young professionals with its urban design and live music offerings," said Brian McGuinness, Senior Vice President, Specialty Select Brands for Starwood. "Propelled by phenomenal demand, Aloft is rapidly expanding its footprint in markets worldwide."

Aloft Louisville Downtown will boast an ideal location within the central business district, walking distance to the KFC Yum! Center, the Kentucky Center for the Performing Arts, Waterfront Park and the shops, dining and entertainment at the Fourth Street Live complex. Hotel facilities will include the brand's signature W XYZsm bar, Splash pool, 24-hour fitness center and 2,000 square feet of flexible meeting space, ideal for both business meetings and social gatherings.

"Aloft Louisville Downtown will bring new energy to the city's downtown hotel market by providing a fresh new option that is both stylish and affordable," said Allison Reid, Senior Vice President of North America Development, Starwood Hotels & Resorts Worldwide, Inc. "With its urban design, social atmosphere and live music offerings, Aloft has emerged as a top choice among owners and the next generation of travelers in markets across North America."

Aloft's innovative and exclusive initiatives set it apart. Aloft recently announced that select properties will roll out Keyless Check-In, allowing guests to use their smartphones to check in to the hotel and open their guestroom door. This follows on the heels of Smart Check-In, the first mobile check-in using RFID technology to truly bypass the front desk available at 14 Aloft properties. In addition, Aloft has an exclusive design partnership with Design Within Reach (DWR), and its W XYZ(SM) bars offer live, free access to local emerging artists as well as some of the hottest bands with Live at Aloft Hotels programming.

About Aloft Hotels

With more than 75 hotels in 14 countries around the world, Starwood's Aloft brand delivers a fresh approach to the traditional staid hotel landscape. For the 'always on' next generation of traveler, the Aloft brand offers a tech-forward, vibrant experience and a modern style that is different by design. For more information, please visit Aloft, like all brands within Starwood's portfolio, is proud to offer the Starwood Preferred Guest(R) program, the industry's richest loyalty program. To learn more, please visit

About Starwood Hotels & Resorts Worldwide, Inc.

Starwood Hotels & Resorts Worldwide, Inc. is one of the leading hotel and leisure companies in the world with nearly 1,200 properties in 100 countries, and 181,400 employees at its owned and managed properties. Starwood 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®. 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 also owns Starwood Vacation Ownership, Inc., a premier provider of world-class vacation experiences through villa-style resorts and privileged access to Starwood brands. For more information, please visit

About REI Real Estate Services, LLC

REI Real Estate Services, LLC was established in 1990 and is headquartered in Carmel, Indiana. REI is a full service real estate development and management firm, specializing in the development of premium-branded hotels throughout the United States. REI has developed over 25 hotels in the past 15 years. For more information about REI, please visit

About Poe Companies, LLC

Poe Companies is a visionary real estate investment, development and management firm based in Louisville, Kentucky. The company was established in 2005 however Steve Poe has been in the hospitality business for nearly a decade and in real estate development for 20+ years. He is a veteran in the Louisville hotel scene – with the addition of these 175 rooms, his development group will have built 1,600 hotel rooms in eight hotels in Louisville over the past eight years. Many of these past hotel projects were partnered with White Lodging and REI Real Estate Services. The partnership Poe Companies has with these leaders of the hospitality industry has proven to be successful. For more information about Poe Companies, please visit

About White Lodging Services Corporation

White Lodging Services Corporation was established in 1985 and is headquartered in Merrillville, Ind. White Lodging is a fully integrated hotel ownership, development and operations company focused on developing and operating premium-branded hotels in growing urban markets across the United States. The company is a recognized leader that has defined and cultivated the ability to achieve consistent, sustainable growth among mid- to large-scale hotels across the country. Its current portfolio consists of more than 169 hotels in 21 states and encompasses representation of numerous leading brands. For more information about White Lodging, please visit

Source: Starwood Hotels & Resorts Worldwide, Inc.

Media Contact:

Amy Rosen
Starwood Hotels & Resorts



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With 100 hotels open now and coming soon in 15 countries around the world, Starwood's aloft brand delivers a fresh approach to the traditional staid hotel landscape.


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