Five aloft Hotels Coming to DFW

New Select-Service Hotel Brand Created by W Hotels Team

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. October 14, 2008

DALLAS, TX, March 15, 2006. Gatebridge Hospitality, a venture formed between Gatehouse Capital, Champ Development (led by Starwood veteran Joe Champ) and Aimbridge Hospitality, today announced it would develop and invest in five aloft hotels in the Dallas/Fort Worth area. The hotels will be owned operated by Aimbridge Hospitality and franchised under a long-term contract by Starwood Hotels & Resorts Worldwide, Inc. (NYSE:HOT), the parent company of aloft.

In the same way W Hotels broke through the clutter of conformity in the upscale hotel arena, aloft - A Vision of W Hotels will raise the bar in the uninspiring select-service category, delivering urban-inspired, loft-like guest rooms, enhanced technology services, landscaped outdoor spaces for socializing day and night and an energetic lounge scene to nearly 500 markets around the world by 2012.

"Gatebridge Hospitality is committed to bringing the aloft concept to life in the Dallas-Fort Worth market as the brand takes flight nationally," said David Perel, Senior Vice President of Gatehouse Capital. "Additionally, the expertise of Aimbridge Hospitality and Joe Champ, combined with our previous Starwood projects in Dallas, Hollywood, San Diego and Silicon Valley for W Hotels, demonstrates the team's ability to create outstanding value for investors and aloft hotels."

Carrying the DNA of the W Hotels brand, aloft focuses on intelligent design, accessible technology and, above all, comfort and convenience, using natural elements like cork and wood to create a differentiated experience. A hallmark of the concept will be loft-style guestrooms with oversized windows to maximize natural light and provide a more residential feel. aloft will feature spaces designed to draw guests from their rooms such as relax, a communal lobby area; backyard; an open-air area, guests can socialize outdoors or attend aloft events; re:fuel; a one-stop area offering sweet, savory and healthy gourmet food, snacks and beverages to grab & go; recharge fitness center and splash, the swimming pool.

Gatebridge Hospitality is in the process of acquiring land in five locations, including Frisco, Plano, Las Colinas, downtown Dallas and the TCU / downtown Fort Worth arts district. Joe Champ, president of Gatebridge Hospitality, said the entry of aloft hotels into the D/FW Metroplex bodes well as the hospitality market continues to evolve.

"This is certainly one of the most exciting concepts I have been associated with in my 23 years in this industry," said Champ, a former Starwood senior executive. "Today's savvier travelers will find aloft hotels appealing not only because they meet their standards for style and service, but by price and overall value as well."

"Aimbridge Hospitality brings extensive hotel development and operational experience in the select-service industry," said Les Bentley, Chairman of Aimbridge Hospitality. "As our experience has shown, we are committed to making aloft hotels a growing success in Dallas-Fort Worth and elsewhere as opportunities arise."

Each aloft hotel features 90 -180 guestrooms and incorporates W's heritage:

a totally sensory experience, design integrity and attention to materials as much as to details. Design visionary David Rockwell and the Rockwell Group, whose award-winning projects include the Kodak Theater, Nobu and the W Union Square, collaborated on aloft's design. The first aloft hotels in Dallas-Fort Worth will break ground this year and are scheduled to open in 2007.