STAMFORD, Conn. - March 11, 2015 - (BUSINESS WIRE) - Starwood Hotels & Resorts Worldwide, Inc.® (NYSE:HOT) today announced that its game-changing aloft brand has arrived in New Orleans, following the completion of an adaptive re-use project that transformed a historic building in the city’s Central Business District. The hotel is controlled by 225 Baronne Complex Subtenant, LLC, an affiliate of HRI Properties, LLC, and managed by HRI Lodging, LLC, aloft New Orleans Downtown features 188 spacious, loft-like rooms, an active social scene and innovative brand-led programming.
“We are thrilled to introduce the aloft brand, with its distinct design aesthetic, buzzing social scene and innovative offerings, to the vibrant city of New Orleans,” said Brian McGuinness, Senior Vice President, Specialty Select Brands for Starwood. “Gaining growth momentum in markets worldwide, aloft continues to build global buzz as we near 100 hotels worldwide.”
Located at 225 Baronne Street, aloft New Orleans Downtown anchors a new mixed-use complex within walking distance to New Orleans’ iconic Bourbon Street, the Mercedes-Benz Superdome, numerous offices, and the many jazz clubs, bars, and boutiques in the famed French Quarter. The signature W XYZ® bar is the perfect place for guests to enjoy a refreshing cocktail and catch the latest up-and-coming music acts as part of the brand’s signature Live At aloft Hotels music series. Additional hotel amenities include an outdoor Splash pool, 24-hour fitness center and 2,500 square feet of flexible meeting space, ideal for both business meetings and social gatherings. Fast and free Wi-Fi is available throughout the entire hotel.
The mixed-use building also includes residences on floors 18 through 30 with separate dedicated entrance and elevator, as well as separate amenities. The project is one of several successful adaptive re-use projects for the aloft brand in cities across North America including aloft Orlando Downtown, aloft Tulsa Downtown, aloft Dallas Downtown, aloft Detroit at the David Whitney, and aloft Tampa Downtown.
“aloft New Orleans Downtown will not only energize the city’s lodging market, but also attract a whole new generation of travelers seeking a stylish and approachable option in a great location,” said Tom Leonhard, COO & President of HRI Properties, LLC. “The successful transformation of the Baronne building has also contributed to the ongoing revitalization of the city’s Central Business District.”
The aloft brand’s innovative and exclusive initiatives set it apart. aloft Hotels recently announced the launch of SPG Keyless—an evolution of aloft’s Smart Check-in— the hospitality industry’s first mobile, keyless entry system allowing guests to use their smart phone as a key. The technology is available at select aloft, Element and W Hotels worldwide. This forward-thinking initiative is part of the brand’s innovative DNA. 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.
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 www.alofthotels.com. 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 spg.com.
Starwood Hotels & Resorts Worldwide, Inc. is one of the leading hotel and leisure companies in the world with more than 1,200 properties in some 100 countries and over 180,000 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 recently announced plans to spin off its Starwood Vacation Ownership, Inc. business, a premier provider of world-class vacation experiences through villa-style resorts and privileged access to Starwood brands, into a standalone public company by the end of 2015. For more information, please visit www.starwoodhotels.com.
Based in New Orleans, HRI Properties (HRI) is a full-service real estate development company and a national leader in the adaptive reuse of historic structures and the redevelopment of neighborhoods. HRI’s mission is “revitalizing cities by creating diverse, vibrant, sustainable communities”. Since its founding in 1982, HRI has completed more than 70 large-scale projects, which total 5226 apartment and condominium units, 4,304 hotel rooms, and more than 1.3 million square feet of retail and office space, with a total development cost in excess of $2 billion. For more information, please visit www.hriproperties.com
HRI Lodging, LLC. (HRIL) is one of the 50 largest hotel management companies in the U.S. with a current portfolio of 18 hotels and resorts spanning the continental U.S. By building alliances with major domestic and international investment firms, the organization pursues a dual mode growth strategy of managing independent, boutique properties as well as partnering with Starwood and other industry leading brands. HRI Lodging is the hotel management division of New Orleans-based HRI Properties, a full-service real estate development company and a national leader in the adaptive reuse of historic structures. For more information, please visit www.hrilodging.com.
SOURCE Starwood Hotels & Resorts Worldwide, Inc.
Global Public Relations
aloft, Element & Four Points by Sheraton
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.