Aloft becomes the first hospitality brand to incorporate original gaming into its Web experience

Starwood Hotels & Resorts Worldwide, Inc.® (NYSE:HOT) and its high-tech, style at a steal Aloft^SM Hotels brand, today announced the launch of the newly expanded Aloft Web site, www.alofthotels.com/explore , featuring a range of interactive features never before developed by a hospitality brand. The site includes a guided insider’s tour of the hotel, maps and city guides for each location and engages visitors through a series of original, branded games that bring the Aloft experience to life.

The Aloft brand’s new online experience includes:

• An Insider’s Virtual Tour: Explore the look and feel of each area of the hotel and its unique design features with the click of a mouse.
• Destination Map and City Guides: Browse a map of Aloft’s global a-list locations and check out local hot spots, restaurants, cultural and off-the-beaten-path destinations, as well as staff picks and special city guide content provided by Travel + Leisure magazine.
• Gaming and Trivia: Immerse yourself in the Aloft experience by spinning tunes as the Aloft DJ, trying your hand at bartending, enjoying a game of online billiards or challenging yourself by playing travel trivia games on the site.
• Aloft Radio: Preview a sampling of the hotel’s carefully curated and eclectic music with the special Aloft playlist.

“Since Aloft’s groundbreaking virtual launch in cyberspace in partnership with Second Life, the brand has been leading the way in providing the most dynamic, high-tech experience for our guests,” said Brian McGuinness, Starwood’s Senior Vice President, Specialty Select Brands. “With the new site we wanted to extend the same energy and vibrancy one finds at each Aloft property to our virtual home and provide a truly unique and memorable experience that resonates with the savvy, Gen Y traveler.”

To celebrate the launch of the new www.alofthotels.com, starting May 5 visitors can enter “Aloft Explore, Amuse + Win” for the chance to win a grand prize of one million Starwood Preferred Guest^® Starpoints^®, enough for over 25 roundtrip airline tickets, more than 140 free nights at Aloft hotels or other surprise rewards.