Starwood Hotels & Resorts Worldwide, Inc. (NYSE: HOT), and its destination sensation brand, Aloft Hotels, today announces the signings of Aloft Munich and Aloft Stuttgart. Aloft Hotels was created to shake up the traditional mid-market hotel sector. This innovative hotel brand is redefining the category by delivering urban-influenced, modern and vibrant design and a social guest experience all at an affordable price point. Owned and developed by the Schörghuber Corporate Group,
Aloft Munich and Aloft Stuttgart will mark the entrance of Starwood's Aloft Hotels brand in Germany when they open in 2015.
"Together with our long-time partner Schörghuber Corporate Group, we are excited to bring Aloft Hotels to Germany," said Roeland Vos, President, Starwood Hotels & Resorts, Europe, Africa & Middle East. "We see great opportunities to grow our Aloft portfolio in markets like Germany where there is a strong demand for affordable yet stylish, cutting-edge hotel brands."
"Following the strategic realignment of the Schörghuber Corporate Group's hotel division in 2011, we are pleased that these two hotel projects in Munich and Stuttgart enhance our portfolio in a sensible and sustainable manner," stated Dr. Klaus N. Naeve, CEO of the Schörghuber Corporate Group. "The two Aloft hotels in Munich and Stuttgart are a successful continuation of our long-standing partnership with Starwood. The new brand will serve to further stimulate the hotel industry in Germany."
Pioneering initiatives in music and design have positioned Aloft as a must-have brand for the next generation of travellers. Aloft has reported consistently high guest satisfaction scores since its launch, reflecting the success of the brand's unique positioning. A vision of W Hotels, Aloft's social guest experience – with the buzzing re:mixSM lounge and w xyzSM bar – has earned select hotels within the portfolio designations in TripAdvisor's 2012 Top 25 trendiest hotels around the world.