Industry Update
Press Release13 August 2014

#MeetBotlr: Aloft Hotels Recruits Robot to Join Team in Cupertino

Hotel Industry’s First Robotic Butler Reports for Duty at Aloft Cupertino in Silicon Valley

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aloft by W-Hotels

Aloft Hotels, the tech-forward, innovation hub for millennial-minded travelers, is thrilled to announce the appointment of A.L.O. as the hotel brand's first Botlr (robotic butler). This charismatic cyber associate makes his debut at Aloft Cupertino today, making Aloft the first major hotel brand to hire a robot for both front and back of house duties.

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In this role, A.L.O. the Botlr will be on call as a robotic operative where it will be assisting the Aloft talent in delivering amenities to guest rooms. Professionally "dressed" in a custom shrink-wrapped, vinyl collared uniform and nametag, A.L.O. will modestly accept tweets as tips as its wheels whizz from task to task. This newest Aloft associate will not only free up existing talent's time, allowing them to create a more personalized experience for guests, but will enhance the hotel's current tech-forward offerings.

"As you can imagine, hiring for this particular position was a challenge as we were seeking a very specific set of automated skills, and one that could work – literally – around the clock," said Brian McGuinness, Global Brand Leader, Starwood's Specialty Select Brands. "As soon as A.L.O. entered the room, we knew it was what we were looking for. A.L.O. has the work ethic of Wall-E, the humor of Rosie from The Jetsons and reminds me of my favorite childhood robot, R2-D2. We are excited to have it join our team."

Prior to its role at Aloft, A.L.O. studied at Savioke – a new company which the robotics community has been eagerly anticipating for this first class of robots – where it double majored in rudimentary tasks and hospitality. Transitioning to its new role as Botlr, A.L.O. will now facilitate and prioritize multiple guest deliveries, communicate effortlessly with guests and various hotel platforms, as well as efficiently navigate throughout the property – including the elevator – with ease. The appointment of A.L.O. represents yet another forward-looking milestone for Aloft, known for its industry-first smart check-in program, "Cool Concierge" program and piloting Apple TV in-room services.

"We are thrilled to introduce our robot to the world today through our relationship with Aloft Hotels," according to Steve Cousins, CEO of Savioke. "In our early testing, all of us at Savioke have seen the look of delight on those guests who receive a room delivery from a robot. We've also seen the front desk get busy at times, and expect Botlr will be especially helpful at those times, freeing up human talent to interact with guests on a personal level."

A.L.O. officially reports for duty on August 20 at Aloft Cupertino, with several new Botlrs to join in the upcoming months.

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Aloft

With more than 161 hotels now open in nearly 25 countries and territories around the world, Aloft Hotels, part of Marriott International, Inc., delivers a fresh approach to the traditional staid hotel landscape.
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About Starwood Hotels & Resorts Worldwide, Inc.
Starwood Hotels &

Resorts Worldwide, Inc. is one of the leading hotel and leisure companies in the world with more than 1,300 properties in some 100 countries and approximately 188,000 employees at its owned and managed properties. Starwood is a fully integrated owner, operator and franchisor of hotels, resorts and residences under the renowned brands: St. Regis®, The Luxury Collection®, W®, Westin®, Le Méridien®, Sheraton®,Tribute Portfolio™, Four Points® by Sheraton, Aloft®, and Element®, along with an expanded partnership withDesign Hotels™. The company also boasts one of the industry’s leading loyalty programs, Starwood Preferred Guest (SPG®). Visit www.starwoodhotels.com for more information and stay connected @starwoodbuzz on Twitterand Instagram and facebook.com/Starwood.
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