Starwood Hotels & Resorts Continues European Expansion with the Debut of Aloft in Germany

  Starwood Hotels & Resorts Continues European Expansion with the Debut of
  Aloft in Germany

  Expected to Shake up Germany’s Mid-Market Hotel Category, Aloft Munich and
                  Aloft Stuttgart scheduled to Open in 2015

Business Wire

MUNICH -- November 19, 2012

Starwood Hotels & Resorts Worldwide, Inc. (NYSE: HOT), and its destination
sensation brand, Aloft Hotels, today announces the signings of Aloft Munich
and Aloft Stuttgart. Aloft Hotels was created to shake up the traditional
mid-market hotel sector. This innovative hotel brand is redefining the
category by delivering urban-influenced, modern and vibrant design and a
social guest experience all at an affordable price point. Owned and developed
by the Schörghuber Corporate Group, Aloft Munich and Aloft Stuttgart will mark
the entrance of Starwood’s Aloft Hotels brand in Germany when they open in

Aloft Stuttgart (Photo: Business Wire)

Aloft Stuttgart (Photo: Business Wire)

“Together with our long-time partner Schörghuber Corporate Group, we are
excited to bring Aloft Hotels to Germany,” said Roeland Vos, President,
Starwood Hotels & Resorts, Europe, Africa & Middle East. “We see great
opportunities to grow our Aloft portfolio in markets like Germany where there
is a strong demand for affordable yet stylish, cutting-edge hotel brands.”

“Following the strategic realignment of the Schörghuber Corporate Group’s
hotel division in 2011, we are pleased that these two hotel projects in Munich
and Stuttgart enhance our portfolio in a sensible and sustainable manner,”
stated Dr. Klaus N. Naeve, CEO of the Schörghuber Corporate Group. “The two
Aloft hotels in Munich and Stuttgart are a successful continuation of our
long-standing partnership with Starwood. The new brand will serve to further
stimulate the hotel industry in Germany.”

Pioneering initiatives in music and design have positioned Aloft as a
must-have brand for the next generation of travellers. Aloft has reported
consistently high guest satisfaction scores since its launch, reflecting the
success of the brand’s unique positioning. A vision of W Hotels, Aloft’s
social guest experience – with the buzzing re:mix^SM lounge and w xyz^SM bar –
has earned select hotels within the portfolio designations in TripAdvisor’s
2012 Top 25 trendiest hotels around the world.

“Aloft Hotels has completely reinvented the mid-market hotel category and
continues to emerge as a popular choice for owners and developers in primary
and secondary markets throughout Europe,” said Bart Carnahan, Senior Vice
President, Acquisitions & Development, Europe, Africa and Middle East,
Starwood Hotels & Resorts. “The signings of Aloft Munich and Aloft Stuttgart
underline Starwood’s continued commitment to expanding our portfolio of
mid-market brands in Germany and throughout Europe.”

Located near Munich’s buzzing city centre, Aloft Munich will be within walking
distance of retail stores, cafés and restaurants. The hotel will be directly
next to Munich Central Station, offering easy access to key locations
throughout the city, including Munich’s Franz Josef Strauss International
Airport. Aloft Munich will feature 184 guest rooms.

The new-build Aloft Stuttgart will be part of the MILANEO mixed-use
development project in Stuttgart’s European Quarter. MILANEO is a pioneering,
multi-use development project which will offer shopping, restaurants and
entertainment venues as well as office space and residential units. Aloft
Stuttgart will comprise 165 guest rooms.

Featuring loft-like guest rooms, a buzzing bar scene in the open lobby, a
grab-and go café and industrial design elements throughout, Aloft provides
modern comforts and a fun social guest experience. All Aloft guest rooms are
urban-influenced with over-sized windows and ultra-comfortable plush platform
beds as well as walk-in showers and Bliss® amenities.

Both hotels will feature a re:mix^SM lounge and w xyz^SM bar. These
atmospheric public spaces provide guests with a place to mix and mingle, read
the paper, work on laptops, play a game of pool or grab a drink with friends.
The re:charge^SM fitness centre offers an opportunity to re-energise and the
unique re:fuel^SM by Aloft introduces a convenient deli option for guests on
the go, with an array of food and drinks available 24 hours a day.

After opening its first hotel in 2008, Aloft has since grown to over 60 hotels
strong in countries such as the United States, Canada, China, India, Thailand,
the United Arab Emirates, Belgium and the United Kingdom. Starwood has plans
to open its 70^th Aloft hotel next year. The company currently operates two
Aloft hotels in Europe – Aloft Brussels and Aloft London Excel.

About Aloft Hotels

With more than 60 hotels in 10 countries, Aloft has changed the hotel
landscape by offering “style at a steal” everywhere from Baltimore to Beijing
to Bogota to Brussels – and everywhere in between. For more information,
please visit

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

About the Schörghuber Corporate Group

The family-run Schörghuber Corporate Group, which was founded in 1954 and has
its headquarters in Munich, is successfully involved in the four business
sectors real estate and construction, beverages, hotels and seafood, in both
the national and international arenas. Bayerische Hausbau, which bundles all
the real estate, property development and prefabricated housing activities of
the Schörghuber Corporate Group, is one of the largest full-service real
estate companies in Germany. As a long-standing company, Bayerische Hausbau
has been active in the hotel property segment for over 45 years. The company
is also responsible for the hotel buildings under construction in Stuttgart
and Munich as well as in Berlin and Düsseldorf. Brau Holding International, a
joint venture with Heineken NV, is one of Germany’s largest brewery groups and
comprises the Paulaner Brewery Group, the Kulmbacher Group and the Südwest
Group. The Hotels division, with the management company Arabella Hospitality,
performs asset management for the 22 hotels owned and leased in Germany,
Austria, Switzerland and on the Balearic island of Mallorca and thus
represents the interests of the Schörghuber Corporate Group vis-à-vis Starwood
Hotels & Resorts, which is responsible for managing the majority of the
hotels. The salmon farming and processing activities in Chile are bundled
under the roof of Productos del Mar Ventisqueros andbecame the Schörghuber
Corporate Group’s fourth business division in 2011. Common values – diversity,
quality and growth – forge a bond between the four business divisions. The
group’s approximately 6,500 employees ensure that customers enjoy the benefits
provided by these shared values every single day.


Photos/Multimedia Gallery Available:



For more information, contact:
Starwood Hotels and Resorts
Jenni Benzaquen, +32 2 204 5494
Director Public Relations, Europe, Africa & Middle East
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