To Keep Up with Demand, Starwood Hotel’s “Style at a Steal” Brand Makes Conversions a Big Part of Expansion Plans.
A pair of Aloft hotels opening this month will have more in common than bold design and a buzzing social atmosphere; both are conversions of existing hotels, and highlight an exciting new growth channel for Starwood Hotels & Resorts’ ‘style at a steal’ brand. The Aloft brand, which provided a new alternative in the select serve segment when it launched in 2008, is turning to conversions to keep up with global demand.
“Since its 2008 debut, Aloft has introduced an affordable, design-driven hotel option, growing to more than 60 properties worldwide,” said Starwood’s President and CEO Frits van Paasschen. “We continue to see a lot of demand for this brand around the globe and look forward to opening many more Aloft hotels in the years ahead.”
“Growing Aloft through conversions is the right strategy at the right time for the right brand,” said Simon Turner, Starwood’s President of Global Development. “We’ve developed a conversion-friendly strategy for existing hotels to meet owner and guest demand for Aloft while staying true to the brand’s positioning and helping our partners reposition existing assets in a cost-effective manner.”
Mr. Turner continued: “We see two types of opportunities as ideal candidates for an Aloft conversion: older hotels in need of a major renovation or unique, independent boutique hotels seeking a stronger brand point of view and the ability to utilize Starwood systems. The upcoming openings of Aloft San Francisco Airport and Aloft Nashville West End are perfect examples of these two conversion opportunities.”
Aloft San Francisco Airport has opened its doors last week after 14 months of extensive renovations. The 253-room hotel marked a milestone as the first external conversion project undertaken by Aloft in 2011. The property, owned by Starwood, brings the in-demand Aloft brand to the Bay Area for the first time.
Aloft Nashville Music Row also opened this month. The 139-room hotel will mark Aloft Hotel’s debut in Nashville, and replaces the Hotel Indigo Nashville West End. The property itself is an adaptive reuse of an office building originally constructed in 1970.
“The short turnaround of the Aloft Nashville conversion in less than one month highlights the agility of Starwood’s team to quickly and efficiently convert hotels to join our system,” said Mr. Turner. “Many well-located, but under-branded, hotels represent enormous untapped repositioning potential that will benefit from Aloft Hotels’s ever-growing guest loyalty with the right capital investment and the backing of Starwood’s powerful platforms.”
Conversion or adaptive-reuse projects are also underway for Aloft in Tucson, Calgary and Atlanta. For guests, who have made Aloft one of the world’s most prized hospitality brands, conversions mean access to their favorite hotel at more key locations.
“Aloft has developed a fiercely loyal following. Once travelers experience Aloft, they begin seeking it out wherever they travel. And they constantly ask us to bring the brand to more cities,” said Brian McGuinness, Starwood’s Senior Vice President of Specialty Select Brands. “Conversions like Aloft San Francisco Airport and Aloft Nashville West End are exciting from a brand standpoint because they allow us to bring the Aloft experience to new markets more quickly, which can only enhance the brand’s already powerful growth.”
Pioneering initiatives in music, design, and technology have positioned Aloft as a must-have brand for the next generation of travelers. Aloft has reported consistently high guest satisfaction scores since launch, reflecting the success of its modern and vibrant design at an affordable price point. Aloft’s social guest experience, with the buzzing re:mixSM lounge and w xyz® bar, has also earned select hotels within the portfolio designations in TripAdvisor’s 2012 “Top 25 Trendiest Hotels in the US” rankings.
The opening of Aloft SFO crowns an extensive, 14-month transformation of a onetime Clarion property. Aloft SFO’s strategic location, along with proximity to mass-transit options into San Francisco, made it an ideal choice for a conversion for Starwood.
The 253-room Aloft SFO boasts a 5,102-sq-ft lobby designed for socializing, with the brand’s signature w xyz bar and re:fuel by Aloft® grab-n-go pantry. Signature tactic rooms include 672 square feet of meeting space. And splash is Aloft SFO’s cool pool, where guests can refresh or just relax. The entire property also features free Wi-Fi.
Aloft SFO will also give guests an enviable location next to one of the world’s major air-travel hubs. The hotel is located at 401 E. Millbrae Avenue in Millbrae, about two miles from San Francisco International Airport, and less than a mile from the Millbrae Caltrain commuter rail station. San Francisco is an easy 14-mile drive from the front door – or a quick ride on one of many mass-transit options nearby. For business travelers, Aloft SFO offers access to major corporate headquarters like the California Teachers’ Association, Genentech, and Walmart, all less than 10 miles away.
Aloft SFO will become the third Starwood property adjacent to San Francisco International Airport, joining The Westin San Francisco Airport and Four Points by Sheraton Hotel & Suites San Francisco Airport.
Aloft Nashville’s Rapid Transformation Highlights Advantages of Conversion The opening of Aloft Nashville Music Row is the brand’s first conversion from an existing select-serve or boutique hotel. The hotel will also become the first non-Starwood-owned Aloft conversion hotel to open.
The hotel’s exceptional location, just blocks from Nashville’s historic Music Row, situates guests near Vanderbilt University, the Country Music Hall of Fame, and the Tennessee State Capitol. Aloft Nashville Music Row, at 1719 West End Avenue, is also just 12 blocks from the soon-to-open Music City Convention Center. Nearby attractions include the legendary Grand Ole Opry, Belle Meade Plantation, Nashville Super Speedway, Bridgestone Arena, and LP Field, home of the Tennessee Titans.
Along with Aloft’s signature w xyz bar and re:fuel by Aloft grab-n-go pantry, the hotel offers an 832-square-foot re:charge® fitness center and four smart tactic rooms with 2,470 square feet of meeting space.

Bloc Hotels is set to transform an office building at London Gatwick airport in to a 245-room budget boutique hotel. This will be the second property for the company, which opened its first hotel in
Milwaukee developer Tim Dixon has joined with the former executives of a top Chicago hotel to manage and develop boutique hotels across the US. Aparium Hotel Group will manage Dixon’s
The 47-room
A company affiliated with Azimut Hotels bought the 362-room
IHG has announced its third property in China under the Hotel Indigo lifestyle brand which will open next month in the port of Tianjin. The property – formerly the German consulate – will open on September 15. It features 11 villas built in a German architectural style, arranged around a triangular courtyard. It has a total of 96 guestrooms, including 10 suites, and follows openings in Shanghai in 2010 and Xiamen earlier this year. The site is 27 minutes by bullet train from the Chinese capital Beijing. Design firm Silverfox has created interiors designed to reflect “Tianjin’s eclectic Orient-meets-European heritage and proximity to the Haihe riverfront”.
The former Hotel Ambassadeur, located in the heart of Juan-les-Pins, French Riviera, has been re-branded an AC Hotel by Marriott hotel, following ambitious growth plans for the AC by Marriott brand announced last year. Following renovation, the AC Hotel Ambassadeur Antibes-Juan Les Pins exudes the modern comfort and urban style associated with the AC Hotels by Marriott brand. Blending quality, comfort, design and technology, the hotel features fresh new designs to its reception and lobby, including a signature AC Lounge with zones to relax, work or unwind. The hotel’s 221 guestrooms and suites boast smart, contemporary furnishings, natural driftwood floors and a warm and sophisticated color palette. Located in a lush and tranquil setting, the 



Strategic Hotels & Resorts confirmed on Friday that it bought the 

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King & Grove Hotels have been on an acquisition spree since the beginning of the year, picking up the
Yotel has secured $ 250 million in equity to expand it offerings in North America beyond it’s first
Following a public tender in November 2011 developer COD got chosen out of 13 applicants for a hotel developent site opposite the RAI Fair & Congress Centre in 

The previously announced The James Hotel in
Back in 1985 the Kemp’s acquired their first hotel, the
“Always in their heart” the hotel since then has gotten an overhaul by Kit, famous for her signature style which includes bold, contrasting, colours and textures and being filled with bespoke and one-off pieces and
Sheraton Hotels will be opening 20 new hotels, 12 in China alone, this year. The iconic brand will mark a milestone later this year with the opening of the nearly 4,000-room Sheraton Macao, which will be the largest Sheraton, as well as the largest Starwood hotel in the world. Offering three restaurants with poolside cafes, 140,000 square feet of meeting space and two outdoor swimming pools, Sheraton Macao is a highly anticipated addition to Cotai Strip, also known as the “Las Vegas of Asia.”
IHG (InterContinental Hotels Group) and Bangladesh Services Limited today announce the signing of a 30-year management agreement for the InterContinental Dhaka. The hotel, currently operating as the Ruposhi Bangla Hotel (and previous as the Sheraton Hotel), will initially be managed as the Ruposhi Bangla Hotel before closing for an extensive renovation to upgrade it to InterContinental brand standards. The re-opening of the hotel, due in 2014, will mark InterContinental’s re-entry to Bangladesh.
In Germany Sofitel is developing, and it has been a while after their last engagement, a superbly located hotel at the “Old Opera (Alte Oper)” in Frankfurt. The 150-room premium hotel will welcome its first guests in autumn 2014. This fiercely contested project – brands such as Shangri-La, Regent, Four Seasons, Ritz Carlton and Oberoi were hotly favoured in the past – will be developed by Cellsbau with a total investment volume of 33 million Euro.
The ‘Schottenring,’ in the heart of Vienna, currently sees the transformation of the historic Palais Hansen into the first Kempinski hotel in the Austrian capital. The listed building is undergoing careful restoration and extensive renovation works to welcome its first guests in Spring 2013. The hotel will boast 152 well appointed rooms and suites, spacious meeting and banqueting facilities including a grand ballroom for up to 280 people, and a lavish spa and wellness area offering guests an exclusive ambiance. The hotel will house two restaurants with constantly changing menus, a bar and a stylish night club.
It looks like King & Grove is getting a second hotel in Miami Beach. After getting the management for the Tides Hotel (then with Viceroy Hotels) and with high profile developments in New York and Los Angeles, the Versailles Hotel is currently getting a multi million make over to turn it back into a hotel from an apartment building.
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Frankfurt-based independent luxury hotel collection Worldhotels has added three new properties to its portfolio: the 72-apartment
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The Grand Hotel Kinshasa, formerly the InterContinental Hotel, has 450 guestrooms, of which 238 are currently operational. The management agreement includes a commitment that the hotel will undergo a major refurbishment to re-open the closed 212 additional guestrooms and create new lounge, lobby and two new restaurants. The refurbishment is scheduled to be complete over the next twenty-four months. The hotel also includes a casino, nightclub, shopping mall, swimming pool and recreational facilities that will be reinstated. The hotel has a conference capacity for 2,000 people.
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The U.S. General Services Administration has chosen Trump Hotel Collection and Colony Capital’s proposal as the winning bid to develop the historic Old Post Office and Clock Tower in Washington, D.C. into a 250-room luxury hotel. The new hotel will be named Trump International Hotel, The Old Post Office, Washington, D.C. and include restaurants, a bar and lounge, banquet, ballroom and meeting facilities, a library, curated museum, indoor and outdoor gardens and spa facilities. Approved by the U.S. Congress in 1880 and completed in 1899, the massive Richardsonian Romanesque Revival edifice is located at Pennsylvania Avenue and 12th Street, in downtown Washington.
Melia’s contemporary city-centre Innside brand, which it acquired in 2007 has signed its first hotel in the UK. Construction is set to begin on the four-star, 208-bedroom Innside Manchester Hotel during the second half of 2012. The hotel will form part of the new multi-use First Street North development. Innside by Melia currently operates nine properties in Germany and one is set to open in Barcelona.

The ill-fated Cipriani hotel project in Miami Beach finally is getting afoot. Only no longer under the Cipriani name, but under its original name, The Saxony. Argentine hip hotelier Alan Faena of Buenos Aires’