Industry Update
Press Release11 March 2015

Starwood's Aloft Brand Makes New Orleans Debut

Designed for the Next Generation of Travelers, Aloft New Orleans Downtown Boasts Prime Location, Modern Style and Live Music at WXYZ® Bar

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aloft by W-Hotels

Starwood Hotels & Resorts Worldwide, Inc.® (NYSE:HOT) today announced that its game-changing Aloft brand has arrived in New Orleans, following the completion of an adaptive re-use project that transformed a historic building in the city's Central Business District. The hotel is controlled by 225 Baronne Complex Subtenant, LLC, an affiliate of HRI Properties, LLC, and managed by HRI Lodging, LLC, Aloft New Orleans Downtown features 188 spacious, loft-like rooms, an active social scene and innovative brand-led programming.

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"We are thrilled to introduce the Aloft brand, with its distinct design aesthetic, buzzing social scene and innovative offerings, to the vibrant city of New Orleans," said Brian McGuinness, Senior Vice President, Specialty Select Brands for Starwood. "Gaining growth momentum in markets worldwide, Aloft continues to build global buzz as we near 100 hotels worldwide."

Located at 225 Baronne Street, Aloft New Orleans Downtown anchors a new mixed-use complex within walking distance to New Orleans' iconic Bourbon Street, the Mercedes-Benz Superdome, numerous offices, and the many jazz clubs, bars, and boutiques in the famed French Quarter. The signature W XYZ® bar is the perfect place for guests to enjoy a refreshing cocktail and catch the latest up-and-coming music acts as part of the brand's signature Live At Aloft Hotels music series. Additional hotel amenities include an outdoor Splash pool, 24-hour fitness center and 2,500 square feet of flexible meeting space, ideal for both business meetings and social gatherings. Fast and free Wi-Fi is available throughout the entire hotel.

The mixed-use building also includes residences on floors 18 through 30 with separate dedicated entrance and elevator, as well as separate amenities. The project is one of several successful adaptive re-use projects for the Aloft brand in cities across North America including Aloft Orlando Downtown, Aloft Tulsa Downtown, Aloft Dallas Downtown, Aloft Detroit at the David Whitney, and Aloft Tampa Downtown.

"Aloft New Orleans Downtown will not only energize the city's lodging market, but also attract a whole new generation of travelers seeking a stylish and approachable option in a great location," said Tom Leonhard, COO & President of HRI Properties, LLC. "The successful transformation of the Baronne building has also contributed to the ongoing revitalization of the city's Central Business District."

The Aloft brand's innovative and exclusive initiatives set it apart. Aloft Hotels recently announced the launch of SPG Keyless—an evolution of Aloft's Smart Check-in— the hospitality industry's first mobile, keyless entry system allowing guests to use their smart phone as a key. The technology is available at select Aloft, Element and W Hotels worldwide. This forward-thinking initiative is part of the brand's innovative DNA. Additionally, every Aloft Hotel around the world offers live, free access to local emerging artists as well as some of the hottest bands with Live at Aloft Hotels programming at the W XYZ® bars.

Related Brand

Aloft

With more than 125 hotels now open in nearly 20 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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