"Starwood has announced the name of its new mid-market chain meant to
build on the W style while competing with Marriott Courtyards and
Hilton Garden Inns. The chain will be called aloft.

These first aloft properties will be located in Lexington,
Massachusetts, Tucson, Arizona, San Francisco Airport, Philadelphia
Airport, and Cherry Creek, Colorado. The company also stated that its
UFOC, or franchise offering circular, was effective as of today and
that it would begin to offer aloft licenses to qualified hotel owners
and operators. Starwood anticipates the first hotels to break ground in
early 2006 and open in early 2007, with 500 properties worldwide
expected by 2012.
Here's what we know about their plans so far:
Design visionary David Rockwell and the Rockwell Group, whose
award-winning projects include the Kodak Theater, Nobu and the W Union
Square, are collaborating on the brand's design.

With generous nine-foot ceilings and oversized windows, guest rooms
will have a decidedly loft-like feel. In addition to the guest room
centerpiece -- a signature, ultra-comfortable bed for which Starwood's
brands are well known -- a well-designed workspace, an mp3 docking
station and a flat panel television will further differentiate the
aloft guest room. Large stylish bathrooms will feature oversized
walk-in showers and amenities created by Bliss.

Starwood has created aloft to be both quiet and inviting, day and
night, offering a variety of friendly venues for guests to gather.
aloft's public spaces are designed to draw guests from their rooms with
a number of super social offerings. With Relax; a communal space to
grab a drink with friends and Fresh air; an open-air area out back,
guests can socialize and gather for light meals during the day or
night. aloft will also satisfy guest's needs 24-hrs-a-day with Re:Fuel;
a one-stop area offering up food, snacks and drinks to grab and go. For
workouts, Train fitness centers or Splash; the indoor or outdoor pool,
will start or end guest's days with a quick work out. The aloft sites
will also feature flexible meeting and function space and offer 100%
wireless Internet access throughout the properties.
[Via Pointswizard.com]