Aloft Makes Landmark Debut in India

Aloft Chennai Introduces Style at a Steal

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. August 03, 2010

August 8, 2010 - Starwood Hotels & Resorts Worldwide, Inc.® (NYSE: HOT) introduces style at a steal by announcing the opening of Aloft Chennai OMR-IT Expressway, the first Aloft hotel to open in India and the 42nd Aloft hotel globally. A second Aloft hotel is scheduled to open on 01st August 2010 in Bangalore. Urbanedge Hotels, a special purpose vehicle (SPV) of Auromatrix Hotels Private Limited, plans to set up several properties of Aloft hotels in the country over the next few years.

Starwood has reinvented hotel design with the debut of its newest brand, Aloft Hotels. With more than 40 hotels open since its June 2008 debut, the Aloft brand became the talk of the hospitality industry by going global while in launch mode, opening China's Aloft Beijing Haidian and Aloft Abu Dhabi in the United Arab Emirates in the brand's first 15 months. Featuring large guest rooms, a buzzing bar scene, an urban-inspired grab-and go cafe and industrial design elements throughout, Aloft delivers urban-influenced, modern and vibrant design and an energetic guest experience at an affordable price point.

Aloft, the sizzling tech-savvy brand that has rocked the U.S. hospitality industry, is Starwood's design-led, social-experience brand that has enjoyed the fastest ramp-up of any brand in hotel history. As a young, tech-driven society, India will become a key market for the Aloft brand's development outside of the United States.

“India is a key focus of Starwood's expansion efforts in large part because it is a market that today is relatively under-hoteled. India is one of the most promising markets within Asia Pacific, with GDP estimates topping seven percent for the next two years and a consumer market expected to rank as the world's fifth biggest by 2025,” said Vasant Prabhu, Vice Chairman and CFO for Starwood. “The market is especially ripe for mid-market products like Aloft and we look forward to opening several more Aloft hotels in India over the next few years.”

”The energy of Aloft properties in India will reflect the dynamism of the cities where we're opening our doors,” said Brian McGuinness, Senior Vice President, Specialty Select Brands for Starwood. “And, we're excited to connect with India's tastemaking Gen Y travelers, who've been eager for a hotel experience that matches their very forward-thinking sensibilities.”

“We look forward to a long and fruitful partnership with Starwood. Aloft will raise the bar in the mid-market category, offering urban-inspired guest rooms, leading edge technology services, and an energetic lounge scene, inspiring and indulging its guests with thoughtful, refreshing and stylish experiences,” said Kumar Sitaraman, Chairman & CEO of Auromatrix Hotels.

Aloft Chennai OMR-IT Expressway features 130 spacious, loft-like rooms, accessible technology and a vibrant, social atmosphere. The hotel is located on the Old Mahabalipuram Road (OMR), the hub for IT development in Chennai. The hotel is also adjacent to over 5,000 square feet of meeting space and a restaurant.

Aloft Bengaluru Whitefield will include 170 rooms, and access to a large restaurant as well as more than 8,500 square feet of meeting space. The hotel will be located in Whitefield, Bangalore, one of the city's two major clusters of IT industries, home to several IT parks and an export promotion zone.