Starwood's Aloft brand starts taking reservations

Starwood Hotels & Resorts has begun accepting bookings for five Aloft-branded hotels. Guests can book at Alofthotels.com or through travel agents.

The hotels are in Charleston, S.C. (opening Sept. 4); Lexington, Mass. (Sept. 1); Ontario-Rancho Cucamonga, Calif. (Aug. 14); Philadelphia (Oct. 8) and Rogers-Bentonville, Arkansas (Aug. 14).

Aloft is Starwood’s new select-service brand (hotels without all the luxuries and services a traditional hotel offers). The hotels will have boutique-like qualities, as the team that designed Starwood’s W brand also designed Aloft. The urban-influenced layout features loft-like rooms with nine-foot ceilings and oversized windows.

Aloft hopes to attract business and leisure travelers with guest rooms that have “a combination high-tech office and entertainment center.” Rooms will have complimentary wireless Internet and a one-stop connectivity solution for PDAs, cell phones, MP3 players and laptops, all linked to a 42-inch, high-definition TV.

Aloft hotels also will have landscaped outdoor spaces and an “energetic lounge scene,” Starwood said.

The brand has 60 announced development projects in the works. 

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