Starwood Hotels’ Leading-Edge aloft Brand Continues Growth in Texas

aloft Allen Will Cater to the Hyper-Connected Global Traveler with Urban Design, Innovative Technologies and Live Music at W XYZ® Bar

STAMFORD, Conn. - October 15, 2015 - (BUSINESS WIRE) - Starwood Hotels & Resorts Worldwide, Inc.® (NYSE:HOT) today announced that Starwood’s innovative aloft brand will soon make its debut in Allen, Texas. Located within the Watters Creek at Montgomery Farm mixed-used development, aloft Allen is set to open in March 2018. Owned by Watters Creek Hospitality, LLC, and managed by Aimbridge Hospitality, the newly constructed aloft hotel will feature 136 spacious, loft-like rooms, tech-forward innovation and an energetic atmosphere.

“We look forward to adding Allen to the aloft brand’s rapidly growing list of destinations in Texas,” said Brian McGuinness, Senior Vice President, Specialty Select Brands for Starwood. “aloft recently opened its 100th hotel worldwide, propelled by the success of its leading-edge design, tech-forward mindset and buzzing social scene.”

aloft Allen will be ideally located on West Bethany Drive within the Watters Creek development, which includes shops, offices and residences, as well as several popular restaurants. Just minutes from downtown, the new aloft will be convenient to Dr Pepper StarCenter, Allen Premium Outlets, Allen Event Center, Heard Natural Science Museum and Wildlife Sanctuary and McKinney National Airport.

Facilities at aloft Allen will include an outdoor Splash pool, a 24-hour gym, the brand’s signature W XYZ® bar and re:fuel at aloft, a one-stop gourmet grab-and-go food and beverage area. In addition, the hotel will offer 2,000 square feet of flexible meeting space for business meetings and social gatherings.

“The energy of the aloft brand aligns perfectly with our vision for Watters Creek. We expect the new hotel to appeal to both business and leisure travelers with its lively social atmosphere and distinctive aesthetic, as well as its desirable location,” said Terry Montesi, CEO of Trademark. “The popularity of the aloft brand will undoubtedly attract even more visitors and area residents to Watters Creek, to the benefit of our restaurants and retailers.”

“With more than ten hotels set to open in the next three years, aloft is on track to more than double its footprint in the Lone Star state,” said Allison Reid, Senior Vice President of North America Development, Starwood Hotels & Resorts Worldwide, Inc. “The stylish aloft brand has cultivated a loyal following with its distinctive urban design, lively social scene and exclusive programming.”

The aloft brand’s innovative initiatives set it apart from the competition. With the launch of SPG Keyless - an evolution of aloft’s Smart Check-In and the hospitality industry’s first mobile, keyless entry system - guests have the ability to use their smart phone as a key. The revolutionary technology is currently available at all aloft, Element and W Hotels Worldwide globally. Additionally, every aloft hotel around the world offers live, free access to local emerging artists and some of the hottest bands with Live At aloft Hotels programming at the W XYZ® bars.

aloft is Starwood’s fastest growing brand with 100 hotels in 16 countries now open, and the company’s second largest pipeline in hotels. Fueled by accelerating demand in dynamic markets worldwide, aloft continues to enter new markets - including recent openings in Munich and Stuttgart, Germany - and is on track to triple its footprint in Mexico in less than two years.

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About aloft Hotels

With 100 hotels open now in 16 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 Watters Creek at Montgomery Farm

Watters Creek at Montgomery Farm is a premier, resort-style shopping and entertainment destination in North Dallas set within 52-acres of lush landscaping and natural features that include a village green and running creek. The mixed-use development offers a vibrant combination of nationally-renowned retailers, local boutiques, restaurants, office space and high-end loft apartments. Built in 2008, Watters Creek was the first retail development in the State of Texas to be LEED-certified by the U.S. Green Building Council. Watters Creek is located at the intersection of US 75 at Bethany Drive in the heart of Allen, Texas. For more information call 972-747-8000 or visit

About Trademark Property Co.

Trademark Property Co. is an operator, investor and developer of award-winning, mixed-use town centers, specialty, community, power centers and enclosed regional malls. Since 1991, the Fort Worth, Texas-based Trademark has invested in, or developed over 11.5 million square feet of retail and mixed-use assets worth over $2 billion. Trademark’s experienced team of 100 employees is responsible for more than 6.2 million square feet of retail and mixed-use projects currently in operation or development/redevelopment, including: Alliance Town Center (Fort Worth, Texas), Burr Ridge Village Center (Chicago, Ill.), Glades Plaza (Boca Raton, Fla.), Hillside Village (Cedar Hill, Texas), Market Street Flowood (Flowood, Miss.), Market Street – The Woodlands (The Woodlands, Texas), Napa Center (Napa, Calif.), Rice Village (Houston, Texas), Saddle Creek (Germantown, Tenn.), The Shops at Highland Village (Highland Village, Texas), The Shops at La Palmera (Corpus Christi, Texas), Victory Park (Dallas, Texas), Watters Creek (Allen, Texas), Waterside (Fort Worth, Texas), and WestBend (Fort Worth, Texas). For more information, visit

SOURCE Starwood Hotels & Resorts Worldwide, Inc.

Media Contact:

Ashley Chapman
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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