aloft Hotel Coming to Rogers, Arkansas

Starwood Hotels & Resorts Worldwide, Inc. (NYSE:HOT) and its much-anticipated new lifestyle brand, aloft hotels, announced today that aloft has partnered with CSKhotels, LLC to break ground on its first hotel in Arkansas.

aloft Rogers, located at the intersection of I-540 and New Hope Road, is just blocks from the heart of Rogers' newest and most dynamic development areas, offering a refreshing alternative to the current lodging options. The six-story, 130-room hotel gives business and leisure travelers easy access to nearby business centers and local attractions, such as the Northwest Arkansas Regional Airport, Wal-Mart's corporate headquarters, Pinnacle Hills and the Promenade. In addition, aloft Rogers is a mere half hour drive from the University of Arkansas. The property is expected to open its doors in early 2008.

'With over 95% of commuters driving to work in the morning, Rogers truly is a city on the go,' said Ross Klein, President, Starwood Luxury Brand Group and aloft hotels. 'Now visitors and residents will finally have a place to pause, play and stay at our new destination sensation, aloft Rogers.'

CSKhotels, LLC, based in Fort Smith, AR will be one of the first aloft properties to open in the U.S. 'We are very excited about this concept,' said Chris Whitt, partner. 'It is something new not only to Northwest Arkansas, but to the whole traveling experience.'

As a Vision of W Hotels, aloft is shaking up the lodging industry with urban-influenced design, accessible technology, style and a social atmosphere. aloft offers a total sensory experience, with guest lofts featuring loft-like nine-foot ceilings and oversized windows to create a bright, airy environment. The centerpiece of the loft room is the ultra-comfortable signature bed, and large stylish bathrooms complement the guest experience with oversized walk-in showers and amenities created by Bliss(R) spa. Each guest loft is also a combination high-tech office and entertainment center, featuring wireless internet access and plug & play, a one-stop connectivity solution for multiple electronic gadgetry such as PDAs, cell phones, mp3 players and laptops – all linked to a large flat panel HDTV ready television for optimal sound and viewing.

Designed in conjunction with world renowned David Rockwell and the Rockwell group, aloft stays true to the W heritage, offering atmospheric public spaces designed to draw guests from their rooms to socialize and make friends. Guests can read the paper, work on their laptops via hotel-wide wireless internet access, play a game of pool or grab a drink with friends at the re:mix communal lobby area and bar w xyz. The re:charge fitness center and splash, the indoor or outdoor pool, give travelers options to de-stress and re-energize; while re:fuel by aloft, a one-stop food and beverage area, offers sweet, savory and healthy food, snacks and beverages to grab & go, 24-hours a day.

The first aloft hotels are targeted to open in first quarter, 2008.