Starwood Hotels & Resorts Opens the 120-room Aloft Asuncion in Paraguay

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. February 09, 2016

STAMFORD, CT. February 09, 2016 - Starwood Hotels & Resorts Worldwide, Inc. (NYSE:HOT) today announced the debut of its sizzling Aloft brand in Paraguay — one of Latin America's fastest-growing and tech-savvy economies— with the opening of Aloft Asuncion. Located in the heart of the city's financial district, Aloft Asuncion marks the first Aloft hotel in Paraguay and the sixth in Latin America. With seven more properties in the pipeline, Aloft is set to more than double its footprint in Latin America from six to 13 hotels by 2018, with new openings in Mexico, Costa Rica, Colombia, Paraguay, Peru and Uruguay.

The 120-room Aloft Asuncion is sure to transform Paraguay's hotel landscape with its vibrant atmosphere that brings travelers and locals together in design-forward spaces with a buzzing social scene and tech-savvy mindset. Located in the hotel zone, steps away from shops, restaurants and nightlife, Aloft Asuncion also offers easy access to World Trade Center, the city's financial hub where multinational corporations have a strong presence.

“Aloft has become our fastest growing brands in Latin America, thanks to its innovative and social approach which has transformed the select service category,” said Jorge Giannattasio, Senior Vice President and Chief of Operations for Starwood in Latin America and the Caribbean. “We are thrilled to open the doors of Aloft Asuncion today and are certain that this will also transform Paraguay's hotel landscape.”

Aloft Asuncion features a rooftop terrace with 360 degree views of the city and a lively social scene with music and cocktails, and a Splash pool that provides the perfect setting for relaxing and refreshing. Re:Charge, the hotel's fully equipped gym, allows guests to maintain a healthy routine and recharge. Dining options include Nook, a full service restaurant serving international and local cuisine for lunch and dinner; Re:Fuel grab and go cafe, open 24/7, offering light bites and drinks; as well as WXYZ® Bar and REMIX lounge where guests can enjoy a refreshing cocktail and catch the latest up-and-coming music acts as part of the brand's signature Live At Aloft Hotels music series. It also features Tactic, a unique 600-square foot space for board meetings with state-of-the-art audio visuals and tech-forward features. Fast and free WiFi is available throughout the hotel.

Aloft remains one of the fastest growing brands in hospitality with more than 100 hotels in 16 countries now open. Fueled by accelerating demand in dynamic markets worldwide, Aloft experienced incredible growth momentum in 2015 with a 65% increase in signings over the prior year.

About Aloft Hotels

With more than 100 hotels now open in 16 countries around the world, Starwood's Aloft brand delivers a fresh approach to the traditional staid hotel landscape. For the 'always on' next generation of traveler, the Aloft brand offers a tech-forward, vibrant experience and a modern style that is different by design. For more information, please visit www.alofthotels.com. Aloft, like all brands within Starwood's portfolio, is proud to offer the Starwood Preferred Guest® program, the industry's richest loyalty program. To learn more, please visit www.spg.com.

Contact:
Ashley Chapman - Global Public Relations
Aloft, Element & Four Points
ashley.chapman@starwoodhotels.com
212-380-4015