Reservation lines are now open for business at five properties.

Aloha! Starwood Hotels & Resorts Worldwide, Inc. and its much anticipated new lifestyle brand aloft hotels, announced today its reservation lines are open for bookings. aloft hotels are taking reservations for stays starting between August 14 and October 8, 2008, for five of its U.S. properties: Charleston Airport and Convention Center, South Carolina (September 4); Lexington, Massachusetts (September 1); Ontario-Rancho Cucamonga, California (August 14); Philadelphia Airport, Pennsylvania (October 8) and Rogers-Bentonville, Arkansas (August 14).

aloft is shaking up the lodging industry with urban-influenced design, accessible technology, style and a social atmosphere. aloft offers a total sensory experience, with rooms featuring loft-like, nine-foot ceilings and oversized windows to create a bright, airy environment. The centerpiece of the aloft room is the ultra-comfortable signature bed, and large stylish bathrooms complement the guest experience with oversized walk-in showers and amenities created by bliss(R) spa.

Each aloft room is also a combination high-tech office and entertainment center, featuring wireless internet access and a one-stop connectivity solution for multiple electronic gadgetry such as PDAs, cell phones, mp3 players and laptops - all linked to a 42" flat panel HDTV ready television for optimal sound and viewing.

In the same way that W hotels broke through the clutter of conformity in the upscale hotel arena, aloft - A Vision of W Hotels will raise the bar in the select-service category, delivering urban-inspired, loft-like guestrooms, enhanced technology services, landscaped outdoor spaces for socializing day and night and an energetic lounge scene.

Guests can book directly through www.alofthotels.com which features the best rate guarantee. Guests can also book via local travel agents. In addition to taking part in Starwood's new twist in travel hotel experience, all aloft guests have the option to participate in and earn points in Starwood's award-winning, industry leading Starwood Preferred Guest(R) program. Members at the preferred guest level earn two points for every eligible dollar spent at over 850 participating hotels and resorts worldwide. Rates for aloft hotels are market-driven, and on average, prices range from $139/night to $219/night.

An instant hit in the development community, the first aloft hotels are scheduled to open in summer 2008. The aloft brand has already announced more than 60 development projects, in more than 10 countries.