Starwood Hotels & Resorts announces the opening of aloft Rogers, Arkansas - the third aloft to open anywhere in the world

Starwood Hotels & Resorts Worldwide, Inc. (NYSE:HOT) and its much-anticipated new lifestyle brand, aloftSM hotels, today announces the opening of aloft Rogers, Arkansas, the third aloft to open anywhere in the world.

Developed and owned by CSK hotels, the 130-room aloft Rogers will offer a variety of intuitive technologies, atmospheric public spaces, and a whole array of appealing guest amenities. Created for today’s traveler, aloft hotels are modern, fresh and fun, with loft-inspired design and free-flowing energy.

In the same way that W Hotels broke through the clutter of conformity in the upscale hotel arena in 1998, aloft is shaking up the lodging industry with high design at an affordable price point, accessible technology, style and a social atmosphere.
“The urban style aesthetic and sophistication of the aloft lifestyle complements the energy of Rogers, Arkansas,” said Brian McGuinness, Vice President of aloft and element hotels worldwide. “Today’s youthful-minded travelers will appreciate the aloft brand’s emphasis on creativity, culture and fun.”

“Rogers, Arkansas is the ideal location for aloft, Starwood’s new lifestyle brand that will quickly become the choice for travelers in the know,” said Chris Whitt, Partner, CSK Hotels. “Today’s opening marks the beginning of a whole new travel experience.”

The Rogers Arkansas hotel is the third of 20 aloft hotels scheduled to open this year. On schedule to open later this summer are aloft hotels in Philadelphia Airport; Chicago O’Hare Airport; Lexington, Massachusetts; Charlotte, North Carolina and Beijing, China.

aloft offers atmospheric public spaces designed to draw guests from their rooms to socialize and make friends. Savvy travelers can read the paper, work on their laptops via complimentary hotel-wide wireless Internet access, play a game of pool or grab a drink with friends at re:mix SM, the communal lobby area featuring the sassy w xyz SM bar. The re:charge SM fitness center and splash, the outdoor pool, give travelers options to de-stress and re-energize, while re:fuel by aloft SM, a one-stop food and beverage area, offers sweet, savory and healthy food, snacks and beverages to grab & go, 24 hours a day.

Guest rooms feature urban-influenced design, while the centerpiece of each aloft room is an ultra-comfortable plush platform bed. Loft-like nine-foot ceilings and oversized windows create a bright, airy environment. Large, stylish bathrooms complement the guest experience with oversized walk-in showers and amenities created by Bliss Spa®. Each aloft room is also a combination high-tech office and entertainment center, featuring wireless Internet access and plug & play, a one-stop connectivity solution for multiple electronic gadgetry such as PDAs, cell phones, mp3 players and laptops - all linked to a large, flat-panel HDTV-ready television for optimal sound and viewing.

Guests of aloft can book their stay directly through www.alofthotels.com which features the best rate guarantee. Guests also may book through their local travel agents. In addition, during the year of aloft hotel’s launch—2008—members of the Starwood Preferred Guest program can earn an unprecedented 8 Starpoints for every U.S. dollar spent (quadruple the base earning) when they register and then book a stay at any aloft hotel worldwide until December 31.

For more information on aloft hotels, visit www.alofthotels.com.