In the mid-2000s, Starwood Hotels wanted to recreate the success of its W Hotels brand in the select service market. The company first looked at existing hotel brands for any acquisition opportunities, but none fit the required parameters. So Starwood launched Aloft Hotels in 2008 from the ground up with the same focus on global lifestyle trends as W, yet at a lower price point for the mid-tier, highly-connected hotel guest of the future.

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