Starwood Hotels launches Aloft brand in Texas


Starwood Hotels and Resorts has announced the debut of its Aloft brand into El Paso in Texas, due to open in the summer of 2016.

The 100-bedroom Aloft hotel, located in El Paso Downtown, is the latest addition to the brand’s portfolio, which now totals almost 100 hotels in 14 countries around the world.

The new hotel is located in a vibrant area of the city and has easy access to attractions and amusements.

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As well as 100 loft-like bedrooms, the hotel will feature an indoor pool, a bar, 24-hour fitness centre and flexible meeting space.

“Aloft is a great match for the dynamic city of El Paso and will appeal to the next generation of travellers with its urban design, live music at the W XYZ bar, and unbeatable location at the heart of downtown,” said Brian McGuinness, senior vice president, specialty select brands for Starwood. “The enthusiasm of travellers worldwide is fuelling the Aloft brand’s rapid growth as it approaches the 100th hotel milestone.”

“We look forward to adding El Paso to our growing list of destinations for the popular Aloft brand,” said Allison Reid, senior vice president of North America development, Starwood Hotels & Resorts Worldwide, Inc. “Aloft’s great momentum and soaring popularity among guests is fuelling owner and developer interest in bringing the brand to new markets across North America.”

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Zoe Monk

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