Starwood Hotels & Resorts’ Game-Changing Aloft Brand to Debut in West Palm Beach, Florida

Set to Open in 2018 Near the City’s Business District, Aloft West Palm Beach Will Cater to Next Generation Travelers with Modern Style and Live Music at WXYZ® Bar

STAMFORD, Conn. - May 8, 2015 - (BUSINESS WIRE) - Starwood Hotels & Resorts Worldwide, Inc.® (NYSE:HOT) today announced plans to debut its leading-edge Aloft brand in West Palm Beach, Florida. Set to open early in 2018, Aloft West Palm Beach will offer 140 spacious, loft-like rooms, an active social scene and innovative music programming. Owned and managed by a joint venture between Sunview Companies and HES Group, the new Aloft will be part of a sleek, mixed-use development in a prime downtown location.

“We are experiencing accelerating demand for Aloft in markets worldwide due to the brand’s resounding success with early adopters who appreciate its distinct design, buzzing social scene and innovative offerings,” said Brian McGuinness, Senior Vice President, Specialty Select Brands for Starwood. “Aloft continues to build global buzz as we approach the brand’s 100th hotel milestone.”

The seven-story Aloft hotel will anchor a new mixed-use occupancy complex on the northeast corner of Third Street and Rosemary Avenue, which will include ground-floor retail and an upscale restaurant. Hotel amenities will include an expanded 4,500 square-foot outdoor Splash pool, as well as a sundeck, Spa, large fitness center, and approximately 1,500 square feet of flexible meeting space. The signature W XYZ® bar will be the perfect spot 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.

“We look forward to the opening of Aloft West Palm Beach, which will provide a fresh, new option for visitors to the vibrant city and help meet the demand for high-caliber lodging generated by the business district and the West Palm Beach Convention Center,” said Albert Ovadia of Sunview Companies. “The new Aloft will also play an important role in the ongoing development of the city’s downtown.”

Aloft West Palm Beach will be in close proximity to the core downtown business district and the West Palm Beach Convention center, as well as the shops, dining and entertainment at City Place. Located within walking distance of numerous high-end boutiques, cafés and restaurants along the Clematis Street corridor, the hotel is less than a mile from the beach and just five miles from Palm Beach International Airport (PBI).

“We continue to aggressively expand Aloft across North America, and the brand is gaining significant momentum in Florida where we will have eight Aloft hotels open in the state by year’s end,” said Allison Reid, Senior Vice President of North America Development, Starwood Hotels & Resorts Worldwide, Inc. “The brand has generated a strong following among next generation travelers and continues to attract a growing number of owners and developers who are eager to introduce Aloft to new markets.”

“We are proud partners with Starwood Hotels on our third Aloft hotel in Florida. Our focus with the brand has been to develop Aloft hotels in prestigious and central locations. By focusing on downtown business districts we have been able to provide practical and aesthetic appeal to our clientele,” said Pedro Villar, CEO, Sunview Companies.

“Aloft is a great choice for this new mixed-use development and will appeal to both business and leisure travelers with its leading-edge design, innovative programming and lively social scene,” said Francisco Arocha, CEO, HES Group.

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.

About 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. 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 (SPG®) 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 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®, Element® and the recently introduced Tribute Portfolio™. 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

About Sunview Companies

Sunview Companies is proud of its ownership stake in Aloft Coral Gables, Aloft Miami-Brickell and Aloft West Palm Beach. With extensive experience in the real estate development and construction industries, Sunview Companies has been an important presence in southeast Florida for the last 35 years. With ownership of several projects in the Miami area, a variety of major construction management contracts in their portfolio, and an inspired outlook on the future – Sunview Companies continues to be an industry leader and innovator now and into the future.

About HES Group

HES is a well-established group of hospitality entrepreneurs with extensive expertise in Latin America. The HES portfolio of projects includes the iconic 60-year-old Intercontinental Tamanaco Hotel in Caracas, Venezuela, and the new VIP hotel in Caracas. HES is also known for its ownership and operation of the MLB-affiliated winter league professional baseball team, Tiburones de La Guaira BBC (The Sharks).

Source: Starwood Hotels & Resorts Worldwide, Inc.

Media Contact:

Ashley Chapman
For Starwood Hotels & Resorts Worldwide, Inc.
Global Public Relations, Aloft, Element & Four Points by Sheraton


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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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