aloft to Open in Downtown Phoenix

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. November 24, 2008

WHITE PLAINS, NY, November 24, 2008. Starwood Hotels & Resorts Worldwide, Inc.(R) (NYSE:HOT) and its stylish, new lifestyle brand, aloft Hotels today announced plans to open a hotel in the heart of downtown Phoenix, Arizona in January of 2011. Owned by Pointe of View Developments USA., and Belleview Communities, aloft Phoenix Downtown will offer 121 spacious, loft-like rooms, tech-savy touches and a hip, social atmosphere.

"Starwood's newest lifestyle brand, Aloft, is stylish, fun and affordable - a perfect match for the bustling city of Phoenix," said Brian McGuinness, Senior Vice President of Specialty Select Brands for Starwood. "With its urban design aesthetic and loft-like rooms, Aloft Phoenix Downtown will offer an electric and eclectic experience targeted to younger, style-conscious travelers."

aloft Phoenix Downtown will offer a central location within walking distance of the Phoenix Civic Plaza Convention Center, the shops and restaurants at Arizona Center, America West Arena and Bank One Ballpark. Also nearby are numerous cultural attractions including the Herberger and Orpheum Theaters, Symphony Hall, Phoenix Museum of Art, Arizona Science Center and several premium golf courses. Easily accessible from the Phoenix Sky Harbor International Airport, aloft Phoenix Downtown will offer 500 square feet of meeting space, as well as an indoor pool and fitness facilities.

"We are delighted to partner with Starwood to open this hip, contemporary and affordable new lodging alternative in vibrant downtown Phoenix," said David MacKenzie, Vice President Pointe of View Developments USA . "aloft targets a whole new generation of travelers with its stylish accommodations, atmosphere public spaces and lively social scene."

A vision of W Hotels, aloft is a new destination sensation featuring loft-inspired design, accessible technology and a stylish urban attitude. Guest rooms feature the brand's signature nine-foot ceilings, oversized windows and the ultra-comfortable bed, as well as oversized walk-in showers and amenities created by Bliss(R) Spa. Each Aloft room is also a combination high-tech office and entertainment center 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.

Designed in conjunction with world-renowned David Rockwell and the Rockwell Group, 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, while re:fuel by aloftSM offers sweet, savory and healthy food, snacks and beverages to grab & go, 24-hours a day. Aloft is also committed to the environment and launched a see green program, which promotes ecologically friendly practices, products and services both inside and outside the hotel. For example, Aloft incorporates recycled materials in its design and provides preferred parking for hybrid cars.

For more information on Aloft, please visit www.alofthotels.com.