Aloft Makes Landmark Debut in the Middle East

Aloft Abu Dhabi Introduces Style at a Steal in the Capital of the United Arab
Emirates
WHITE PLAINS, N.Y.--(Business Wire)--
Starwood Hotels & Resorts Worldwide, Inc. (NYSE:HOT) and its new destination
sensation brand, Aloft Hotels, today announce the opening of Aloft Abu Dhabi,
the first Aloft to open in the Middle East and the second Aloft to open outside
of North America.

Ten years after Starwood Hotels & Resorts shook up the hotel industry with the
launch of W Hotels, the innovative hotel giant has again reinvented hotel design
with the debut of its newest brand, Aloft Hotels. Featuring loft-like guest
rooms, a buzzing bar scene in the open lobby, an urban-inspired grab-and go café
and industrial design elements throughout, Aloft delivers urban-influenced,
modern and vibrant design and an energetic guest experience at an affordable
price point.

The debut of Aloft Abu Dhabi highlights the strategic international expansion of
the Aloft brand. After opening its first hotel in June 2008 in Canada, Aloft has
since grown to nearly 40 hotels strong in three countries - the United States,
China and Canada - with the United Arab Emirates marking its fourth. And looking
ahead to 2010, Aloft will continue its global growth with slated debut openings
in Belgium, India and Thailand. Aloft Abu Dhabi is also the first of two Aloft
hotels coming to the Middle East in the next two years, with the Aloft Riyadh
scheduled for a 2011 opening.

"The meaningful growth of Aloft in key markets such as the Middle East
underscores the strength of the Starwood network and the strength of Starwood's
global relationships with experienced hotel developers," said Simon Turner,
President, Global Development for Starwood Hotels & Resorts. "The Aloft brand`s
emphasis on high design and affordability translates globally and is attracting
a growing group of developers and travelers who are very enthusiastic consumers
of our global, high-caliber brands. In fact, Aloft represents one of the
strongest brand launches in industry history, and its international expansion so
early in the brand`s life cycle is unprecedented."

Aloft Abu Dhabi introduces style at a steal to the region with 408 spacious,
loft-like rooms, accessible technology and a vibrant, social atmosphere. A
Vision of W Hotels, Aloft`s loft-inspired design, accessible technology and a
stylish urban attitude arrives on the scene in the Middle East. Aloft offers
atmospheric public spaces where guests can mix and mingle, read the paper, work
on laptops, play a game of pool or grab a drink with friends at the re:mixSM
communal lobby area and w xyzSM bar. The re:chargeSM fitness center and splash
pool give travelers options to de-stress and re-energize, or enjoy a meal at
Dine, the hotel`s main restaurant with live-cooked international-style cuisine.
Feel the buzz of our open kitchen and boost your energy at Dine. re:fuel by
Aloft is a one-stop, 24-hour grab & go food and beverage area, offering sweet,
savory and healthy food, snacks and beverages. Or visit relax@12, an
indoor/outdoor lounge where guests can find oriental bites, yummy tapas and a
sassy sushi selection. The re:charge fitness centre and splash, the outdoor
pool, give guests options to de-stress and re-energize. Maï Café, the ultimate
chill-out spot on the fifth floor, offers exciting international flavours,
oversized beach chairs and unique custom cocktails, complimented by our eclectic
mix of laid-back tunes and sunny grooves.

"We are thrilled to introduce Aloft to Abu Dhabi, a fitting choice for the
brand`s debut in the Middle East," said Brian McGuinness, Starwood`s Senior Vice
President and Global Brand Leader, Specialty Select Brands. "The hotel`s
strategic location in the hub of the capital city makes a bold statement about
how the brand is taking its innovative, fresh perspective on hotels to the most
desirable locations around the world."

First time visitors to Aloft will immediately understand that Aloft is different
from any other hotel experience. Guests are greeted by special features and
visually distinctive iconic structures on the exterior, including a colorful,
sloping signature carport cover and building roof-line, and colorful glowing
linear light sources on the building facade inspired by the notion of travel and
motion.

Aloft guest rooms feature the brand`s signature ceilings of nearly three meters
high, oversized windows and an ultra-comfortable bed, as well as roomy walk-in
showers and bath amenities created by Bliss Spa. Each Aloft room is equipped
with complimentary wireless Internet access and a one-stop connectivity solution
for multiple electronic gadgetry all linked to a 42" flat-panel, HDTV-ready
television making it a combination high-tech office and entertainment center in
one.

The new hotel is linked directly to the Abu Dhabi National Exhibition, Centre
(ADNEC), the Gulf`s largest exhibition centre which is at the heart of the
Capital Centre district, a micro-city consisting of premium office towers,
luxury hotels and residences, restaurants, shopping and a marina. The hotel will
even provide guests direct access to the soon-to-open Re:lax@12 rooftop bar, Mai
Restaurant & Bar and Dine Restaurant - all located on site. Ideally positioned
right next to the Capital Centre district, Aloft Abu Dhabi is close to numerous
embassies and corporate offices, 20 minutes from downtown Abu Dhabi and 15
minutes from Abu Dhabi International Airport.

About Aloft Hotels

Created to shake up the staid, traditional select service segment of the hotel
industry, Aloft delivers urban-influenced, open and vibrant design and a social
guest experience at an affordable price point. In the same way that W Hotels
broke through the clutter of conformity in the upscale hotel arena a decade ago,
Aloft is shaking up the industry for the next generation of traveler. Aloft
hotels are geared toward savvy, design-conscious consumers who grew up with the
democratization of design. Aloft hotels are wired for the future and an
aggressive growth plan is in place with 40 properties set to be open by the end
of this year from Abu Dhabi and Baltimore to Dallas and Beijing and everywhere
in between. For more information, please visit www.alofthotels.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 982 properties in more than 100 countries
and 145,000 employees at its owned and managed properties. Starwood Hotels is a
fully integrated owner, operator and franchisor of hotels and resorts with the
following internationally renowned brands: St. Regis, The Luxury Collection, W,
Westin, Le Méridien, Sheraton, Four Points by Sheraton, Aloft and Element(SM).
Starwood Hotels also owns Starwood Vacation Ownership, Inc., one of the premier
developers and operators of high quality vacation interval ownership resorts.
For more information, please visit www.starwoodhotels.com.

About Abu Dhabi National Exhibitions Company (ADNEC)

Abu Dhabi National Exhibitions Company (ADNEC) is a strategic international
venue development and management company. ADNEC`s venue portfolio includes one
of the most modern exhibition centers in the world - the Abu Dhabi National
Exhibition Centre, and the UK capital`s largest exhibition and conference venue,
ExCeL London. ADNEC is creating unique business districts to serve Abu Dhabi`s
rapid expansion and emergence on the global stage. Development projects
surrounding the Abu Dhabi National Exhibition Centre include Capital Centre (a
mixed-use development of 23 hotel, residential, commercial and mixed-use towers
adjacent to the exhibition centre), Capital Gate (an iconic 35 storey gravity
defying feature tower, featuring the 5-star hotel - `Hyatt at Capital Centre`),
the Aloft Hotel and a 2.4km Marina zone on Al Bateen Channel opposite to the
exhibition centre. In addition, ADNEC is expanding within the region, with The
Al Ain Convention Centre, a residential and business micro city around a
state-of-the-art convention centre.

For more information visit www.adnec.ae;www.alaincc.ae; www.capitalcentre.ae;
www.capitalgate.ae; www.excel-london.co.uk

Starwood Hotels:
Cindy Yoong, +971 4 207 1455
cindy.yoong@starwoodhotels.com
or
Tanya Haroun, + 971 2 654 5000
Aloft Abu Dhabi Public Relations Manager
Tanya.haroun@Alofthotels.com
or
Couture Media
Sarah Johnson, + 971 50 2251607
Managing Partner
Sarahfpr@gmail.com

Copyright Business Wire 2009