Starwood: The new brand is called aloft
Magazin • 30.9.2005 • 320
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Starwood: The new brand is called "aloft"

30.9.2005

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White Plains. The W Hotels of Starwood are getting a budget sister: "Project XYZ". This is its preliminary alias. Meanwhile, the looks of the new franchise baby and the costs for the second design birth are already known in detail. The creative minds of W are assigning the new Starwood brand to the hotels providing "selected service", whereas style and the lifestyle touch of the expensive W Hotels is still to be visible. W's heritage is to be seen, smelled, heard and tasted in every new XYZ room, due to design and material....

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