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Aloft Brings the New TWISTSM Travel to Little Rock, Arkansas

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Aloft Little Rock West will open in Fall 2010

October 29, 2008 // Franchising.com // White Plains, NY – aloha! Starwood Hotels & Resorts Worldwide, Inc.® (NYSE:HOT) and its stylish, new lifestyle brand AloftSM hotels today announced plans to open an Aloft in Little Rock, Arkansas. Owned by Image Hospitality, Aloft Little Rock West is scheduled to open in October of 2010 just minutes from downtown. The new-build hotel will offer 136 spacious, loft-like rooms, tech-savvy touches and a hip, social atmosphere.

Aloft Little Rock West will offer a prime location close to the Arkansas Heart Hospital, the River Market District and several shopping venues. Also nearby are The Clinton Presidential Library, Alltel Arena and the Little Rock Zoo, as well as the corporate headquarters of Alltel and Dillard's Department Stores. Approximately 25 minutes from Little Rock National Airport, Aloft Little Rock West will offer 600 square feet of meeting space as well as an indoor pool and fitness facilities.

"Aloft is a perfect match for the vibrant city of Little Rock, providing a stylish setting and intuitive technologies designed to appeal to today's youthful-minded travelers," said Brian McGuinness, Senior Vice President of Aloft and Element and Four Points by Sheraton hotels worldwide. "With its urban design aesthetic and loft-like rooms, Aloft delivers a compelling combination of creativity, culture and fun."

"We are thrilled to partner with Starwood Hotels & Resorts to bring Aloft to Little Rock, a perfect match for this affordable and bold new lodging alternative," said Mital Patel, VP Development, Image Hospitality. "Everything about Aloft is designed to appeal to a whole new generation of travelers who expect their lodging to reflect their lifestyle."

Infused with the DNA of W Hotels, Aloft is a new destination sensation featuring loft-inspired design, accessible technology and a stylish urban attitude. Guest rooms feature nine-foot ceilings, oversized windows and the ultra-comfortable signature bed, as well as oversized walk-in showers and amenities created by Bliss® Spa. Each Aloft room is also a combination high-tech office and entertainment center equipped with wireless internet access and plug & play, a one-stop connectivity solution for multiple electronic gadgetry all linked to a 42" flat-panel, LCD-ready television.

Designed in conjunction with world-renowned David Rockwell and the Rockwell Group, Aloft offers atmospheric public spaces where guests can mix and mingle, read the paper, work on laptops, play a game of pool or grab a drink with friends at the re:mix SM communal lobby area and w xyzSM bar. The re:chargeSM fitness center and splash pool give travelers options to de-stress and re-energize, while re:fuel by aloftSM, a one-stop food and beverage area, offers sweet, savory and healthy food, snacks and beverages to grab & go, 24-hours a day.

Aloft opened its first hotels 2008 and expects to open 500 properties worldwide in the next five years. For more information on Aloft, please visit www.alofthotels.com.

About Starwood Hotels & Resorts Worldwide, Inc.

Starwood Hotels & Resorts Worldwide, Inc. is one of the leading hotel and leisure companies in the world with approximately 900 properties in more than 100 countries and 155,000 employees at its owned and managed properties. Starwood Hotels 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, and the recently launched aloftSM, and ElementSM by Westin. Starwood Hotels also owns Starwood Vacation Ownership, Inc., one of the premier developers and operators of high quality vacation interval ownership resorts. For more information, please visit www.starwoodhotels.com.

About Image Hospitality

Image Hospitality, an award-winning hotel management and development company based in Frisco, TX, has developed, acquired, owned and operated hotels in the United States for over 30 years. The company currently owns and operates seven hotels with approximately 700 guestrooms. The company will be doubling its portfolio in the next 36 months with the addition of seven new hotels in the pipeline and over 750 rooms. The hotels in operation and under development are well-known brands as Marriot, Hilton, Starwood, and Intercontinental Hotels Group. For more information about Image Hospitality, please visit the company's web site at www.imagehospitality.com.

(Note: This press release contains forward-looking statements within the meaning of federal securities regulations. Forward-looking statements are not guarantees of future performance or events and involve risks and uncertainties and other factors that may cause actual results or events to differ materially from those anticipated at the time the forward-looking statements are made. These risks and uncertainties are presented in detail in our filings with the Securities and Exchange Commission. Although we believe the expectations reflected in such forward-looking statements are based upon reasonable assumptions, we can give no assurance that our expectations will be attained or that results and events will not materially differ. We undertake no obligation to publicly update or revise any forward-looking statement, whether as a result of new information, future events or otherwise.)

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