"Starwood has announced the name of its new mid-market chain meant to build on the W style while competing with Marriott Courtyards and Hilton Garden Inns. The chain will be called aloft.

These first aloft properties will be located in Lexington, Massachusetts, Tucson, Arizona, San Francisco Airport, Philadelphia Airport, and Cherry Creek, Colorado.Starwood anticipates the first hotels to break ground in
early 2006 and open in early 2007, with 500 properties worldwideexpected by 2012.

With generous nine-foot ceilings and oversized windows, guest rooms will have a decidedly loft-like feel. In addition to the guest room centerpiece -- a signature, ultra-comfortable bed for which Starwood's brands are well known -- a well-designed workspace, an mp3 dockingstation and a flat panel television will further differentiate the aloft guest room. Large stylish bathrooms will feature oversized walk-in showers and amenities created by Bliss."