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Starwood's Sizzling "Style at a Steal" Aloft Brand Arrives on the Scene in the Greater Toronto Area

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STAMFORD, Conn., May 07, 2012 (BUSINESS WIRE) --Starwood Hotels & Resorts Worldwide, Inc. (NYSE:HOT), along with Silver Hotel Group, today announced the debut of its new destination sensation brand, Aloft Hotels, in the Greater Toronto Area with the opening of Aloft Vaughan Mills.

Located in Vaughan, the hotel is the second Aloft hotel in Canada, joining the Aloft Montreal Airport which debuted as the world's first in 2008. Aloft is the sizzling "style-at-a-steal" brand from Starwood that's rocked the hotel industry. With more than 55 properties now open worldwide, the brand is designed to appeal to the digital generation and brings modern, vibrant design at an affordable price point. The momentum for the brand will continue in Canada as Aloft Calgary University will open in early 2013 as one of the first hotel conversion projects for the brand.

"We're excited to add another Aloft hotel in Canada, where it all began just four years ago," said Brian McGuinness, Senior Vice President of Specialty Select Brands for Starwood. "Aloft Vaughan Mills will shake-up the traditional mid-market hotel category which makes it perfectly suited for the Greater Toronto Area."

Industry changing initiatives in music, design, and technology have positioned Aloft as a must-have brand for the next generation of travelers. Aloft has reported consistently high guest satisfaction scores since launch, reflecting the success of its modern and vibrant design and social guest experience, with the buzzing re:mix lounge and w xyz bar. Select Aloft hotels within the portfolio have earned designations in TripAdvisor's 2012 "Top 25 Trendiest Hotels in the World" rankings.

"We are excited to open our second Aloft Hotel in Canada and to bring the experience to the Greater Toronto Area," said Deepak Ruparell, President of Silver Hotel Group. "The Aloft brand is a great match for the growth in this area and our team is energized about bringing a fresh lodging option to visitors to Toronto."

Featuring 131 loft-like guest rooms, Aloft Vaughan Mills will be just steps from the Vaughan Mills Shopping Centre, in the heart of unrivalled luxury shopping, dining and world-class entertainment, and boasts 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:mixSM lounge and w xyzSM bar. Spacious guest rooms feature Aloft's signature ceilings of nearly three metres high, oversized windows and an ultra-comfortable platform bed as well as large walk-in showers with complimentary Bliss Spa(R) products. Designed with the digital generation in mind, Aloft Vaughan Mills has fast and free wireless internet access throughout the whole hotel, including all guest rooms. Each room is also equipped with a unique plug-and-play connectivity solution which connects most electronic devices to the 42'' flat-screen TV, turning the room into a high-tech office as well as an entertainment centre.

Guests will be able to de-stress and re-energise in the re:chargeSM fitness centre and SplashSM pool and grab a bite to eat at re:fuel by AloftSM, a one-stop, 24-hour grab-and-go food and beverage area, offering sweet, savoury and healthy food, snacks and drinks.

For work meetings, training courses and presentations, the hotel's three Tactic meeting rooms are equipped with the latest generation of audio-visual hardware, providing the perfect creative space for groups of up to 15 people.

About Silver Hotel Group

The Silver Hotel Group offers business and leisure travellers a variety of quality branded and independent options. As an ownership company, we work to ensure that all of our properties are leaders in their respective markets by providing the support and resources they need to successfully operate each hotel. This commitment is reflected in our focus on customer service and guest satisfaction, our selection and training of professional management teams, and our dynamic sales and marketing strategies.

About Aloft Hotels

With more than 55 hotels open in the four years since the Aloft brand first arrived on the scene, Aloft has changed the hotel landscape offering "style at a steal" everywhere from Baltimore to Beijing to Bogota to Brussels -- and everywhere in between. For more information, please visit www.alofthotels.com.

Aloft, like all brands within Starwood's portfolio, is proud to offer the Starwood Preferred Guest(R) program, which offers a breakthrough policy of no blackout dates on Free Night Awards. To learn more, please visit www.spg.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 1,103 properties in nearly 100 countries and 154,000 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(R), The Luxury Collection(R), W(R), Westin(R), Le Meridien(R), Sheraton(R), Four Points(R) by Sheraton, Aloft(R), and ElementSM. 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 also owns Starwood Vacation Ownership, Inc., a premier provider of world-class vacation experiences through villa-style resorts and privileged access to Starwood brands. For more information, please visit www.starwoodhotels.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.)

SOURCE: Starwood Hotels & Resorts Worldwide, Inc.

Contacts:

Starwood Hotels & Resorts, Canada

Cynthia Bond
416-947-4827
cynthia.bond@starwoodhotels.com

Dan Young
416-497-4948
dan.young@starwoodhotels.com

 

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