May 21, 2013 at 09:30 AM EDT
Milestone for Aloft Hotels as Ten Thousand Guests Choose Not to Check in Traditionally

Ten thousand users can’t be wrong.

Aloft Hotels, the game-changing “different by design” brand from Starwood Hotels & Resorts Worldwide, Inc. (NYSE: HOT), has reached a milestone 10,000 users of its industry-leading Smart Check-In Program, the brand announced today.

One of the easiest and fastest check-in experiences offered in the industry, Smart Check-In allows guests to bypass the front desk and head directly to their rooms.

Now available at Aloft hotels in Lexington (MA), Harlem (NY), Dallas Downtown (TX), Brooklyn (NY), and Cupertino (CA), Smart Check-In will expand to more properties worldwide in 2013. The program, the first of its kind in the industry, made its debut at Aloft Lexington in 2010.

Through the program, Starwood Preferred Guest® (SPG) members who opt in to this offer receive an enhanced SPG / Aloft-branded keycard which carries radio frequency identification (RFID) technology. On the day of a planned stay, a text message is sent to the guest’s mobile device with their room number. Once at the hotel, guests can skip the check-in line and go straight to their assigned room, where their enhanced keycard will unlock the door.

Aloft’s Smart Check-In program is made possible through a partnership with VingCard.

“Because Aloft guests are tech-forward and time-limited, we expected them to embrace Smart Check-In, but we’ve been blown away by the enthusiasm,” said Brian McGuinness, Senior Vice President, Specialty Select Brands for Starwood. “It’s evident there was a demand to reinvent conventional check-in, and the brand’s fans clearly appreciate that Aloft was the first in the industry to do it.”

Pioneering initiatives in music, design, and technology have positioned Aloft as a must-have lifestyle 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:mix lounge and w xyz bar, also earned select hotels within the portfolio designations in TripAdvisor's "Top 10 Trendiest Hotels in the US" rankings.

About Aloft Hotels

With nearly 70 hotels in 10 countries, Aloft has changed the hotel landscape, bringing a ‘different by design’ experience everywhere from Baltimore to Beijing to Bogota to Brussels – and everywhere in between. For more information, please visit www.alofthotels.com.

Aloft, like all brands within Starwood's portfolio, is proud to offer the Starwood Preferred Guest(R) program, which offers one of the industry’s richest loyalty programs. To learn more, please visit www.spg.com.

About Starwood Hotels & Resorts Worldwide, Inc.

Starwood Hotels & Resorts Worldwide, Inc. is one of the leading hotel and leisure companies in the world with 1,146 properties in nearly 100 countries and 171,000 employees at its owned and managed properties. Starwood is a fully integrated owner, operator and franchisor of hotels, resorts and residences with the following internationally renowned brands: St. Regis®, The Luxury Collection®, W®, Westin®, Le Méridien®, Sheraton®, Four Points® by Sheraton, Aloft®, and Element®. The Company boasts one of the industry’s leading loyalty programs, Starwood Preferred Guest (SPG), allowing members to earn and redeem points for room stays, room upgrades and flights, with no blackout dates. Starwood also owns Starwood Vacation Ownership, Inc., a premier provider of world-class vacation experiences through villa-style resorts and privileged access to Starwood brands. For more information, please visit www.starwoodhotels.com.

Contacts:

Atomic PR
Keita H. Williams, 212-699-3647
keita@atomicpr.com
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