Starwood Hotels' Leading-Edge Aloft Brand to Debut in El Paso, Texas

Set to Launch in the summer of 2016, Aloft El Paso Downtown will Appeal to the Next Generation of Travelers with its Loft-Like Design, Intuitive Technologies and Live Music at the WXY Bar

STAMFORD, Conn. - September 16, 2014 - (BUSINESS WIRE) - Starwood Hotels & Resorts Worldwide, Inc.® (NYSE:HOT) today announced plans for its leading-edge Aloft brand to debut in El Paso, Texas. Owned by Bassett Partners EP and managed by Aimbridge Hospitality, Aloft El Paso Downtown is scheduled to open in July 2016, featuring 100 spacious, loft-like rooms, forward-thinking technology and a vibrant, social atmosphere.

"Aloft is a great match for the dynamic city of El Paso and will appeal to the next generation of travelers with its urban design, live music at the W XYZ bar, and unbeatable location at the heart of downtown," said Brian McGuinness, Senior Vice President, Specialty Select Brands for Starwood. "The enthusiasm of travelers worldwide is fueling the Aloft brand's rapid growth as it approaches the 100th hotel milestone."

Aloft El Paso Downtown will be centrally located near numerous restaurants, bars and shops, and the University of Texas at El Paso. Less than 15 minutes from El Paso International Airport (ELP), the hotel will provide easy access to leading attractions such as El Paso museum of Art, El Paso Performing Arts Center, Western Playland Amusement Park and Plaza Theatre. Hotel amenities will include an indoor pool, W XYZ bar, 24-hour fitness center and 3,000 square feet of flexible meeting space, ideal for both business meetings and social gatherings.

"We look forward to adding El Paso to our growing list of destinations for the popular Aloft brand," said Allison Reid, Senior Vice President of North America Development, Starwood Hotels & Resorts Worldwide, Inc. "Aloft's great momentum and soaring popularity among guests is fueling owner and developer interest in bringing the brand to new markets across North America."

The Aloft brand's innovative and exclusive initiatives set it apart. Aloft Hotels, the tech-forward, innovation hub for millennial-minded travelers, recently announced the appointment of A.L.O. as the hotel brand's first Botlr (robotic butler) at its Cupertino property. This forward thinking innovation makes Aloft the first major hotel brand to hire a robot for both front and back of house duties. Additionally, every Aloft Hotel around the world offers live, free access to local emerging artists as well as some of the hottest bands with Live at Aloft Hotels programming at the W XYZ® bars.

About Aloft Hotels

With 100 hotels open now and coming soon 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® 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 Bassett Partners EP

Bassett Partners EP is a privately held entity comprising of tenured real estate professionals in multi-family, mixed-use, retail, and adaptive reuse projects. The focus of the investment group has been on high-profile historic renovations such as the Coronado Tower, Martin and Banner buildings. Future projects include expansion plans in the hospitality space along the Texas-Mexico border with an emphasis on utilization of federal and state tax credits.

SOURCE Starwood Hotels & Resorts Worldwide, Inc.

Media Contact:

Ashley Chapman
Global Public Relations
Aloft, Element
Four Points by Sheraton


Social Reach:

Viewer Response:

comments powered by Disqus

aloft hotels »

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.


  1. Business Overview
  2. Franchise News

Franchise News Room »

News By Industry »

Hot Opportunities

Batteries Plus Bulbs Franchise Opportunity

Batteries Plus Bulbs
Whether you're an existing multi-unit operator with a non-competing brand...

Kids 'R' Kids Franchise Opportunity

Kids 'R' Kids
Kids 'R' Kids Learning Academies is a pioneer in the early childhood...

Kitchen Solvers Franchise Opportunity

Kitchen Solvers
As a Kitchen Solvers franchisee you will not need any prior remodeling or...

Taco Bueno Franchise Opportunity

Taco Bueno
At Taco Bueno, we continue to make Tex-Mex the right way. We prepare our...

Nestle Toll House Cafe by Chip Franchise Opportunity

Nestle Toll House Cafe by Chip
Nestlé Toll House Café by Chip is the only major, national dessert café...

Camille Albane Franchise Opportunity

Camille Albane
Decades of trendsetting chain-salon experience in Europe give Camille...

Nékter Juice Bar Franchise Opportunity

Nékter Juice Bar
Interested in owning a business in a thriving industry where health &...

El Pollo Loco Franchise Opportunity

El Pollo Loco
The secret to El Pollo Loco is great-tasting food. Our menu has a broad...

A Franchise Update Media Group Production
Franchise Update Media | P.O. Box 20547 // San Jose, CA 95160 // PH. (408) 402-5681
Copyright © 2001 - 2016. All Rights Reserved. Site Hosting Provided By: wishVPS on FUMG3

In Loving Memory Of Timothy Gardner (1987-2014)