Aloft Brand Gains Momentum in Latin America with New Hotels Coming Soon to Panama, Mexico, Paraguay and Uruguay

  Aloft Brand Gains Momentum in Latin America with New Hotels Coming Soon to
  Panama, Mexico, Paraguay and Uruguay

Starwood Forges Ahead with Expansion in Latin America and Plans to Debut Aloft
Panama City, Aloft Merida, Aloft Montevideo and Aloft Asuncion in the Next Two
                                    Years

Business Wire

STAMFORD, Conn. -- December 06, 2012

Less than a year after premiering the Aloft brand in Latin America, Starwood
Hotels & Resorts Worldwide, Inc. (NYSE: HOT) forges ahead with its expansion
plans to open four new Aloft hotels: Aloft Panama, which will debut in 2013,
Aloft Merida and Aloft Asuncion slated to open by 2014, and Aloft Montevideo
in 2015.

“Aloft is taking Latin America by storm,” said Brian McGuinness, Senior Vice
President of Specialty Select Brands for Starwood. “The brand continues to
develop a fiercely loyal following and experience strong momentum as it enters
new markets around the world. We are excited about the brand’s growth in the
region over the next two years.”

The expansion of the Aloft brand in Latin America is part of Starwood’s
accelerated growth strategy. The company is strengthening its existing
portfolio of 71 hotels in the region by 25 percent with 17 new Starwood
properties already scheduled to open by 2016.

“This is an exciting time in Latin America as we continue to see economic
growth, rising personal incomes and a growing middle class,” said Osvaldo
Librizzi, Co-president of the Americas, Starwood Hotels and Resorts. “The
expansion of Aloft into these key markets is yet another milestone in our
overall development strategy and is an important step in strengthening our
position as the leading hotel operator in Latin America.”

The Aloft brand’s momentum began when the brand made its debut in Latin
America in December 2011 with the opening of Aloft Bogota Airport. Only three
months later, Aloft San Jose in Costa Rica made its debut reinventing the
local landscape with their bold design and a buzzing social atmosphere – all
at an affordable price point. Both hotels earned certification for Leadership
in Energy and Environmental Design (LEED), from the US Green Building Council
(USGBC). Shortly after, Starwood signed a deal to build Aloft Panama City.
Now, Aloft is slated for further expansion in three more important markets.

“The Aloft brand is a key part of our aggressive expansion strategy in the
region,” said Ricardo Suarez, Vice President of Development & Acquisitions for
Starwood in Latin America. “When Aloft premiered in Latin America, it made a
bold statement by providing a true alternative to the existing select service
products in the marketplace. We’ve seen strong guest and developer demand for
this brand and its momentum clearly demonstrates that the region is ready for
the next-generation Aloft hotel experience.”

The Aloft brand is a game-changing hotel concept with smart technology and a
unique social atmosphere that has made it a worldwide hit.Every Aloft
guestroom will feature soaring nine-foot ceilings, bold industrial touches,
ultra-comfortable signature platform beds with plush bedding, and plug-n-play
docking stations which link tablets, laptops or music devices to the room’s
42” LCD TV.

Aloft hotel’s cool initiatives in music, design, and technology have made it a
must-have brand for the next generation traveler. Guests will be able to meet
and mingle with friends at the buzzing w xyz® bar, happening re:mix™ lounge.
Select properties will also have a rooftop “backyard” for social gatherings.
The hotels also feature the hugely popular Aloft signature amenities,
including re:fuel by Aloft®, its 24/7 pantry for self-service light meals and
snacks with healthy options, and re:charge™, 24/7 gym, as well as relaxation
at the hotel’s pool at selected properties.

  *Starwood currently operates 24 hotels in Mexico. Aloft Merida will mark
    the entrance of the eighth Starwood brand in the country making it yet
    another milestone for the company. Aloft Merida will be located in the
    prestigious area of San Antonio, a corporate and shopping destination,
    just minutes away from the city’s Country Club, Golf Course and the Merida
    International Airport. Aloft Merida will have 136 rooms and 530 square
    feet of meeting space.
  *Paraguay’s economy is growing as the country evolves into a relevant
    business center in Latin America; as its capital, Asuncion is the
    cornerstone of this transformation. Aloft Asuncion will meet the demands
    of this growing economy, providing an alternative to business and leisure
    travelers as well as a social gathering place for local professionals. It
    will be steps away from the World Trade Center (WTC), an important real
    estate complex featuring mixed-use real estate development, including
    corporate offices and conference spaces, food and beverage outlets,
    support services, and entertainment options.The hotel will feature 120
    loft-like rooms and 614 square feet of meeting space.
  *Montevideo is the main economic, political and industrial center of
    Uruguay, an important country in Latin America. Aloft Montevideo will be
    located in the heart of Montevideo’s business center minutes from
    downtown, providing business and leisure travelers a unique option. The
    hotel will feature 100 loft-like rooms and 2,267 square feet of meeting
    space, designed to accommodate business and group travel to this important
    business destination.
  *Aloft Panama will offer business and leisure travelers easy access to
    downtown and local attractions. This new urban development boasts an ideal
    location across from the Atlapa Convention Center, 15 minutes from the
    Tocumen International Airport and 10 minutes away from the financial
    center. The hotel will be built in two phases. The first phase, with 126
    rooms will open in 2013 and the second phase with 186 more rooms will
    debut in 2016.

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 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 1,128 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®, The Luxury
Collection®, W®, Westin®, Le Méridien®, Sheraton®, Four Points® by Sheraton,
Aloft®, and Element^SM. The Company boasts one of the industry’s leading
loyalty programs, Starwood Preferred Guest^(R) (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.

Contact:

Aloft Global Public Relations
Stacy Trevino, 203-964-4661
Stacy.Trevino@starwoodhotels.com
or
Starwood Hotels and Resorts Latin America
Gina Carriazo Hickey, 786-219-5846
Gina.carriazo@starwoodhotels.com
 
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