Set to open in 2017, Aloft New York Midtown will offer a vibrant social scene, tech-forward experiences and Live Music at WXYZ Bar.
STAMFORD, CONN. – Starwood Hotels & Resorts Worldwide, Inc. in partnership with Morris Moinian, Founder of Fortuna Realty Group (FRG), announced plans to develop an Aloft hotel in New York City. Scheduled to break ground later this month, Aloft New York Midtown will open in October 2017 in the heart of New York City’s Garment District, just two blocks from Bryant Park and down the street from Starwood’s new brand innovation studio, Starlab. The new Aloft will feature 180 spacious loft-style rooms, a tech-forward mindset, innovative brand programming and easy access to the city’s top attractions.
“Aloft is a terrific choice for midtown Manhattan and will appeal to early adopters with its tech-forward mind-set, leading-edge design and buzzing social scene,” said Brian McGuinness, Senior Vice President, Specialty Select Brands for Starwood. “Designed to meet the needs of today’s modern traveler, Aloft continues to build global buzz as we near 100 hotels worldwide.”
“We are delighted to partner with Starwood Hotels on Aloft New York Midtown -and our first Aloft hotel- which will offer travelers a stylish and affordable option right at the heart of midtown Manhattan,” said Morris Moinian. “Starwood’s popular Aloft brand is an excellent choice for this project with its great design, energetic social atmosphere and live music at the WXYZ bar. This latest development reinforces a commitment to the hospitality sector as FRG continues to grow its position as one of New York’s leading hotel developers.”
Aloft New York Midtown will boast a prime location on 38th Street just off 5th Avenue, walking distance to Bryant Park, Rockefeller Center, the Empire State Building, the Times Square Broadway Theater District, Madison Square Garden, Lord & Taylor’s flagship store. Renowned architecture firms Nobutaka Ashihara Architects and Paul Vega of VLDG Inc. will design the 27-story property to be encased in glass and metal, boasting 360-degree views of midtown Manhattan.
“Aloft is poised to more than double its portfolio in the New York City metropolitan area by the end of 2017, as we continue to aggressively grow the brand throughout North America and beyond,” said Allison Reid, Senior Vice President of North America Development, Starwood Hotels & Resorts Worldwide, Inc. “Offering distinctive urban design and a line-up of innovative programing, Aloft continues to generate interest from owners and developers in pursuit of a compelling global brand with strong appeal for the next generation of travelers.”
The Aloft brand’s innovative and exclusive initiatives set it apart. Aloft Hotels recently announced the launch of SPG Keyless—an evolution of Aloft’s Smart Check-in— the hospitality industry’s first mobile, keyless entry system allowing guests to use their smart phone as a key. The technology is available at select Aloft, Element and W Hotels worldwide. This forward-thinking initiative is part of the brand’s innovative DNA. Additionally, every Aloft Hotel around the world offers live, free access to local emerging artists as well as some of the hottest bands with Live at Aloft Hotels programming at the W XYZ bars.
Starwood Hotels & Resorts’ Game-Changing Aloft Brand to Debut in West Palm Beach, Florida
Starwood Hotels & Resorts Worldwide, Inc. also announced plans to debut its leading-edge Aloft brand in West Palm Beach, Florida. Set to open early in 2018, Aloft West Palm Beach will offer 140 spacious, loft-like rooms, an active social scene and innovative music programming. Owned and managed by a joint venture between Sunview Companies and HES Group, the new Aloft will be part of a sleek, mixed-use development in a prime downtown location.
“We are experiencing accelerating demand for Aloft in markets worldwide due to the brand’s resounding success with early adopters who appreciate its distinct design, buzzing social scene and innovative offerings,” said Brian McGuinness, Senior Vice President, Specialty Select Brands for Starwood. “Aloft continues to build global buzz as we approach the brand’s 100th hotel milestone.”
The seven-story Aloft hotel will anchor a new mixed-use occupancy complex on the northeast corner of Third Street and Rosemary Avenue, which will include ground-floor retail and an upscale restaurant. Hotel amenities will include an expanded 4,500 square-foot outdoor Splash pool, as well as a sundeck, Spa, large fitness center, and approximately 1,500 square feet of flexible meeting space. The signature W XYZ bar will be the perfect spot for guests to enjoy a refreshing cocktail and catch the latest up-and-coming music acts as part of the brand’s signature Live At Aloft Hotels music series.
“We look forward to the opening of Aloft West Palm Beach, which will provide a fresh, new option for visitors to the vibrant city and help meet the demand for high-caliber lodging generated by the business district and the West Palm Beach Convention Center,” said Albert Ovadia of Sunview Companies. “The new Aloft will also play an important role in the ongoing development of the city’s downtown.”
Aloft West Palm Beach will be in close proximity to the core downtown business district and the West Palm Beach Convention center, as well as the shops, dining and entertainment at City Place. Located within walking distance of numerous high-end boutiques, cafes and restaurants along the Clematis Street corridor, the hotel is less than a mile from the beach and just five miles from Palm Beach International Airport (PBI).
“We continue to aggressively expand Aloft across North America, and the brand is gaining significant momentum in Florida where we will have eight Aloft hotels open in the state by year’s end,” said Allison Reid. “The brand has generated a strong following among next generation travelers and continues to attract a growing number of owners and developers who are eager to introduce Aloft to new markets.”
“We are proud partners with Starwood Hotels on our third Aloft hotel in Florida. Our focus with the brand has been to develop Aloft hotels in prestigious and central locations. By focusing on downtown business districts we have been able to provide practical and aesthetic appeal to our clientele,” said Pedro Villar, CEO, Sunview Companies.
“Aloft is a great choice for this new mixed-use development and will appeal to both business and leisure travelers with its leading-edge design, innovative programming and lively social scene,” said Francisco Arocha, CEO, HES Group.
The Aloft brand’s innovative and exclusive initiatives set it apart. Aloft Hotels recently announced the launch of SPG Keyless – an evolution of Aloft’s Smart Check-in- the hospitality industry’s first mobile, keyless entry system allowing guests to use their smart phone as a key. The technology is available at select Aloft, Element and W Hotels worldwide. This forward-thinking initiative is part of the brand’s innovative DNA. Additionally, every Aloft Hotel around the world offers live, free access to local emerging artists as well as some of the hottest bands with Live at Aloft Hotels programming at the W XYZ bars.
The Luxury Collection Hotels & Resorts to Make Landmark Debut in Chicago
Starwood Hotels & Resorts Worldwide, Inc. announced it will introduce The Luxury Collection brand to Chicago, following the conversion of the hotel now known as Conrad Chicago. Owned by DiamondRock Hospitality, the hotel will offer unparalleled luxury and personalized service in a prime downtown Chicago location with direct access to the upscale boutiques along the Magnificent Mile shopping district. To be maintained with a new as of yet, undisclosed name under The Luxury Collection brand flag this Fall, following a conversion and renovation, the hotel marks another milestone for the brand, which continues to debut marquee conversion hotels and invest in landmark renovations around the world.
Adam Aron, CEO of Starwood Hotels & Resorts Worldwide, Inc. contributed “Starwood is keenly focused on accelerating the pace of our growth. Conversion opportunities, where we can bring existing hotel properties into the Starwood system, are a particularly compelling part of our strategy to expand the potential of our world-class brands.”
“We are delighted to debut The Luxury Collection in Chicago in this ideal location downtown location, as we continue to seek out opportunities to grow the brand in premium markets around the world,” said Hoyt H. Harper II, Global Brand Leader, The Luxury Collection Hotels & Resorts. “This hotel will deliver impeccable service and modern sophistication to the new generation of luxury travelers near the Windy City’s best shopping, dining and attractions.”
Located at 521 North Rush Street, the hotel boasts a second entrance on the Magnificent Mile shopping district on Michigan Avenue and offer direct access to The Shops at North Bridge. The hotel is within close proximity of the Chicago Loop, Navy Pier, Millennium Park and variety of world-class restaurants, night clubs and bars. Guests are also within easy reach of the city’s top-rated attractions including Field Museum, Shedd Aquarium, Art Institute of Chicago and Wrigley Field – home of the legendary Chicago Cubs baseball team.
“The Luxury Collection continues to gain momentum in North America through strategic conversions and landmark renovations in top-tier cities like this one,” said Allison Reid, Senior Vice President, North America Development for Starwood Hotels & Resorts. “Owners and developers are increasingly seeking out The Luxury Collection brand to reposition existing assets and quickly benefit from Starwood’s powerful systems and loyalty program.”
With a fast-growing 95 hotels and resorts throughout the world, including 16 in North America, The Luxury Collection brand continues to convert hotels including the recent addition of Sunset Key, 30 luxury cottages nestled off the coast of Key West, as well as invest in renovations, including the iconic Palace Hotel in San Francisco and the St. Anthony Hotel in San Antonio.
Vicky is the co-founder of TravelDailyNews Media Network where she is the Editor-in Chief. She is also responsible for the daily operation and the financial policy. She holds a Bachelor's degree in Tourism Business Administration from the Technical University of Athens and a Master in Business Administration (MBA) from the University of Wales.
She has many years of both academic and industrial experience within the travel industry. She has written/edited numerous articles in various tourism magazines.
