New franchise hotel chain, aloft, planning 500 hotels by 2012
The new hotel brand, aloft, belongs to the "Starwood Hotels & Resorts Worldwide" Group. The concept: hotels with a ‘loft character’ and a modern design with moderate prices.
According to a report on the portal, gourmet-report.de, 50 franchise hotels have already been planned since the official start of aloft in 2005. The first aloft hotel is due to open up in the USA next year and the company is aiming to have set up a network of 500 hotels by 2012.