Aloha! representatives of Starwood Hotels & Resorts Worldwide, Inc. said July 12 in Mexico City when they formally launched the aloft brand of lifestyle hotels for the entire region. Conceived by the team that created the W hotels, this brand offers a sophisticated and affordable design, where technology prevails, and introduces a refreshing attitude in the accommodation industry. In the same way that W hotels worked their way through the confusion of conformity in the high-end hotel arena, this brand will raise the bar in the category of select service, offering loft-like rooms, inspired by an urban style, with advanced technology services and an energetic social lounge setting, "Imbued with [the brand's] W DNA, aloft will bring style, ease and a social atmosphere to the diverse and lively Latin American landscape, offering a fun new way to conduct oneself and belong to a global community of business and leisure travelers," said Ross Klein, president of Starwood's luxury brands and aloft hotel group. Starwood Launches Aloft Brand for Latin America
Aloha! representatives of Starwood Hotels & Resorts Worldwide, Inc. said July 12 in Mexico City when they formally launched the aloft brand of lifestyle hotels for the entire region. Conceived by the team that created the W hotels, this brand offers a sophisticated and affordable design, where technology prevails, and introduces a refreshing attitude in the accommodation industry. In the same way that W hotels worked their way through the confusion of conformity in the high-end hotel arena, this brand will raise the bar in the category of select service, offering loft-like rooms, inspired by an urban style, with advanced technology services and an energetic social lounge setting, "Imbued with [the brand's] W DNA, aloft will bring style, ease and a social atmosphere to the diverse and lively Latin American landscape, offering a fun new way to conduct oneself and belong to a global community of business and leisure travelers," said Ross Klein, president of Starwood's luxury brands and aloft hotel group. 
