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Starwood Hotels' Aloft Brand Continues Explosive Growth with Adaptive Re-Use Project in New Orleans

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Aloft New Orleans Downtown is Slated toOpen 2015 in the City's Central Business District

STAMFORD, Conn. - March 3, 2014 - (BUSINESS WIRE) - Starwood Hotels & Resorts Worldwide, Inc.® (NYSE:HOT) today announced that its leading-edge Aloft brand will debut in New Orleans in 2015, following the completion of an adaptive re-use project. The historic building, located at 225 Baronne Street, will be transformed into a sleek new Aloft Hotel in the city's central business district. Owned by 225 Baronne Complex LLC, an entity of HRI Properties, and managed by HRI Lodging, Aloft New Orleans Downtown will feature 188 spacious, loft-like rooms, forward-thinking technology and a lively, social atmosphere.

"The energy of Aloft is a perfect match for the vibrant city of New Orleans, offering travelers the opportunity to enjoy modern design and innovative programming right at the heart of the city," said Brian McGuinness, Senior Vice President, Specialty Select Brands for Starwood. "The brand is enjoying phenomenal growth, fueled by the enthusiasm of savvy travelers in markets across the globe."

Built in 1962, the 30-story building and an adjacent lot will be converted into a mixed-use complex anchored by the new Aloft Hotel. Walking distance to numerous offices and restaurants, Aloft New Orleans Downtown will offer convenient access to the jazz clubs, bars, and boutiques in the famed French Quarter and the Mercedes Benz Superdome.

The hotel's signature W XYZSM bar will offer a perfect place for guests to enjoy a refreshing cocktail and catch up-and-coming music acts that are part of Aloft's signature Live at Aloft Hotels events that take place around the world. Additional facilities will include an outdoor Splash pool, 24-hour fitness center and 2,500 square feet of flexible meeting space, ideal for both business meetings and social gatherings.

"Aloft New Orleans Downtown will build on the brand's success with adaptive re-use projects in markets across North America," said Allison Reid, Senior Vice President of North America Development, Starwood Hotels & Resorts Worldwide, Inc. "Delivering urban design and leading-edge technology all in a social atmosphere, Aloft is resonating with the next generation of travelers across the globe and capturing the interest of owners and developers looking to re-imagine existing buildings."

Aloft New Orleans Downtown follows several other successful adaptive re-use projects including Aloft Orlando Downtown, Aloft Tulsa Downtown, Aloft Miami-Brickell and the award-winning Aloft Dallas Downtown. Aloft will complete two additional adaptive re-use projects this year – Aloft Detroit and Aloft Tampa Downtown.

Aloft's innovative and exclusive initiatives set it apart. Aloft recently announced that select properties will roll out Keyless Check-In, allowing guests to use their smartphones to check in to the hotel and open their guestroom door. This follows on the heels of Smart Check-In, the first mobile check-in using RFID technology to truly bypass the front desk available at 14 Aloft properties. In addition, Aloft has an exclusive design partnership with Design Within Reach (DWR), and its W XYZ(SM) bars offer live, free access to local emerging artists as well as some of the hottest bands with Live at Aloft Hotels programming.

About Aloft Hotels

With 75+ hotels in 14 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(R) program, the industry's richest loyalty program. To learn more, please visit 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 nearly 1,200 properties in 100 countries, and 181,400 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®, and Element®. 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.

About HRI Properties

Based in New Orleans, HRI Properties (HRI) is a full-service real estate development company and a national leader in the adaptive reuse of historic structures and the redevelopment of neighborhoods. HRI's mission is "revitalizing cities by creating diverse, vibrant, sustainable communities". Since its founding in 1982, HRI has completed more than 68 large-scale projects, which total 5114 apartment and condominium units, 4,116 hotel rooms, and more than 1.3 million square feet of retail and office space, with a total development cost of $2 billion. For more information, please visit www.hriproperties.com

About HRI Lodging

HRI Lodging, Inc. (HRIL) is one of the 50 largest hotel management companies in the U.S. with a current portfolio of 16 hotels and resorts spanning the continental U.S. By building alliances with major domestic and international investment firms, the organization pursues a dual mode growth strategy of managing independent, boutique properties as well as partnering with industry leading brands, including Starwood, Marriott, Hilton and Hyatt. HRI Lodging is the hotel management division of New Orleans-based HRI Properties, a full-service real estate development company and a national leader in the adaptive reuse of historic structures. For more information, please visit www.hrilodging.com

Source: Starwood Hotels & Resorts Worldwide, Inc.

Contact:

Amy Rosen
Starwood Hotels & Resorts
203-964-4661
Amy.Rosen@starwoodhotels.com

 

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