Industry

Starwood Holds 'Aloft' Plans For India

Starwood has identified India and China as its prime markets in Asia.

Savio Rodrigues - Mumbai

After recent unveiling its new brand of hotels 'Aloft' in the international circuit, Starwood Hotels & Resorts Worldwide has identified and earmarked India and China as its prime markets in Asia to introduce the new brand. Speaking on the Asia-Pacific focus of the Starwood Group, Miguel Ko, president, Asia-Pacific Starwood Hotels & Resorts Worldwide said, "While Starwood had always had a presence in India, we are working towards strengthening our foothold in the region through the introduction of our bouquet of brands. We are at the planning stage of our strategic India foray and introduction of the 'Aloft' concept is also part of the plan."

Breaking away from the traditional ‘box’-type of hotel room, as a concept 'Aloft' will feature urban-inspired, loft-like guestrooms with nine-foot ceilings and oversized windows. The bathrooms will feature large walk-in showers and amenities, which are already operational at spas in several W Hotels. "The hotel will offer travellers a radical departure and a welcome, refreshing alternative to what's currently out there. We intend to deliver great style, design and functionality, all at an affordable room rate, with a high comfort quotient," stated Ko. In addition to the more open feel of the room design, the new 'Aloft' hotels will feature public spaces designed to encourage guests to socialise. For food and drink, guests can visit Relax, the lounge area; Fresh Air, the open-air area serving light meals; and Re: Fuel, an ‘on the go’ snack area. The fitness centres (dubbed "Train") and the pool area (dubbed "Splash") round out the public guest areas of the new hotel concept. The company plans to open 500 'Aloft' properties across the globe in both company-owned and franchised routes by 2012.