2007
Starwood announces its much-anticipated new brands in the select-service hotels category: Aloft Hotels and Element Hotels. Conceived by the team that created W Hotels, Aloft Hotels will raise the bar in the select-service category, offering urban-inspired, loft-like guest rooms, enhanced technology services, landscaped outdoor spaces for socializing day and night, and an energetic lounge scene. Inspired by Westin Hotels & Resorts, Element Hotels intends to promote balance through flowing, multi-purpose spaces with an emphasis on environmentally-friendly design.