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Starwood Hotels & Resorts’ Tech-Forward aloft Brand Launches in Sarasota, FL.

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Designed for the Hyper-Connected Global Traveler, aloft Sarasota offers Modern Design, Innovative Technologies and Live Music at WXYZ® Bar

STAMFORD, Conn. - February 4, 2016 - (BUSINESS WIRE) - Starwood Hotels & Resorts Worldwide, Inc. (NYSE:HOT) today announced that its innovative aloft® brand has launched in Sarasota, Florida. Owned by a joint venture between JWM One Palm Avenue, LLC and iStar Financial, aloft Sarasota features 139 spacious, loft-like rooms, innovative technologies and a buzzing social atmosphere.

“We’re thrilled to add aloft Sarasota to our rapidly growing list of dynamic destinations in Florida, one of the brand’s fastest growing markets in the U.S.,” said Brian McGuinness, Senior Vice President, Specialty Select Brands for Starwood. “The tech-forward aloft brand has surpassed 100 hotels worldwide and continues to appeal to hyper-connected global travelers with its distinct lifestyle positioning.”

Located at 1401 Ringling Boulevard, aloft Sarasota is a short stroll to Florida Studio Theatre, Sarasota Opera House, Marie Selby Botanical Gardens, the Florida State College of Medicine – Sarasota campus, and a variety of boutiques and restaurants. Guests can enjoy easy access to the city’s beaches and leading attractions such as the Van Wezel Performing Arts Hall, several theaters, the John and Mable Ringling Museum of Art and Mote Marine Aquarium.

Hotel amenities include an outdoor Splash pool, 24-hour fitness center and 610 square feet of flexible meeting space, ideal for both business meetings and social gatherings. Fast and free WiFi is available throughout the hotel.

aloft Sarasota will deliver an authentic and innovative guest experience with SPG Keyless – the industry’s first truly mobile check in that allows guests to completely bypass the front desk. Additionally, guests can grab a quick snack at re:fuel at aloft – a one-stop gourmet grab & go food and beverage area - or enjoy the latest in local, live music at the brand’s buzzing WXYZ® bar as part of the signature Live At aloft Hotels ongoing music series.

“We are delighted to partner with Starwood Hotels to bring the popular aloft brand to Sarasota, a vibrant hub for arts and culture,” said John Meshad, Managing Partner, One Palm, LLC. “This stylish new aloft hotel will give travelers a fresh, new option, while helping to meet the rising demand for high-caliber lodging in this fast-growing city.”

aloft remains one of the fastest growing brands in hospitality with 100+ hotels in 16 countries now open, and boasting Starwood’s second largest pipeline.

Let’s get social. Follow @aloftHotels on Twitter, check us out on Instagram @aloftHotels, or head to Facebook.com/aloftHotels.

About aloft Hotels

With more than 100 hotels now open 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 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 www.spg.com.

About Pyramid Hotel Group

Pyramid Hotel Group is a privately held, Boston-based hotel company with over 55 hotels and resorts under hotel management and asset management, comprising more than 22,000-plus rooms and approximately 8,900 employees. Pyramid Hotel Group, ranked among the largest U.S. hotel management company by independent sources, provides hotel management, asset management and project management services to a broad array of hotel assets ranging from a 90- room select-service hotel to world-class properties with more than 1,000 rooms. Pyramid Hotel Group is a franchisee of all major hotel brand companies and an operator of independent four- and five-star hotels and resorts. Additional information is available at www.pyramidhotelgroup.com.

SOURCE Starwood Hotels & Resorts Worldwide, Inc.

Media Contact:

Ashley Chapman
Global Public Relations, aloft, Element & Four Points
(212) 380-4015
ashley.chapman@starwoodhotels.com

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