Starwood To Launch New Hotel Brands In New York City

Defying a down economy, Starwood Hotels plans to open six hotels in New York City in 2010, including its two newest brands, Aloft and Element.

Starwood will open Aloft New York Brooklyn and Element New York Times Square West, in addition to the W New York Downtown, a Four Points by Sheraton on Long Island, and two Sheraton hotels in Brooklyn and the Tribeca section of Manhattan.

Aloft, introduced in 2008, is part of the W Hotels family. Starwood describes Aloft as offering "stylish design with an urban flair – all at an affordable price." The hotel features loft-like ceilings, over-sized windows, and walk-in showers. Aloft has design elements made from recycled materials and uses eco-friendly detergents for its laundry service.

Element is an extended stay hotel with over-sized desks, full kitchens, spa showers, and ambient lighting. The hotel offers breakfast, indoor/outdoor public spaces, and a fully equipped fitness center.

Starwood also announced that it will redevelop the Sheraton Manhattan at Times Square in New York City. Plans for the property include a combination of hotel, offices, and retail stores. Starwood will remove the Sheraton designation and operate the hotel as a non-branded Starwood property beginning in April, since the hotel does not currently meet its upgraded standards for the Sheraton brand. In fact, Starwood has removed 32 hotels from its Sheraton brand in order to improve its quality.

Starwood, like other leading hotel companies, is methodically refurbishing existing hotels and launching new brands in an effort to set itself apart from the intense worldwide competition.