Ramping up a new channel for global growth, 'style at a steal' brand Aloft Hotels will launch its second external hotel conversion project next month, parent Starwood Hotels & Resorts announced.

Aloft Tucson University, a former Four Points by Sheraton property, will undergo a complete renovation before opening in the first half of 2013. The 150-room hotel is owned by Starwood, demonstrating the company's commitment to the fast-growing, three-year-old Aloft brand.

"Our focus on conversions for Aloft is allowing us to bring new properties online efficiently and to expand our footprint as guests look for more destinations to experience this exciting brand," said Simon Turner, President of Global Development for Starwood. "We believe that many older assets in metro markets represent enormous untapped potential. With the right capital investment and the backing of Starwood's powerful platforms, the properties get lift as a result of ever-growing guest loyalty."

In September, Aloft announced its first conversion project, Aloft San Francisco Airport set to open this fall. Additionally, Aloft's "green" adaptive reuse of Dallas' historic Santa Fe Railroad terminal won multiple awards from a local preservation group in 2010.

Aloft Tucson University occupies a prime location as the closest hotel to the University of Arizona. Located in the center of Tucson, the hotel will situate guests just minutes from shopping, restaurants, and entertainment venues, as well as many area companies making it an ideal choice for a conversion for Starwood.

"We continue to see two types of opportunities as ideal candidates for an Aloft conversion: Hotels built in the ‘70s or ‘80s in need of renovation, and unique independent boutique hotels seeking a stronger brand point of view and the ability to utilize Starwood systems," said Allison Reid, Senior Vice President of North American Development for Starwood.

For consumers, who have made Aloft one of the world's most in-demand hospitality brands, conversions will mean access to the brand in more places, according to Brian McGuinness, Senior Vice President of Specialty Select Brands for Starwood. "From a growth perspective, conversions are rewarding because they allow us to bring the Aloft experience to fresh markets like Tucson more quickly," he said. "From a brand perspective, Aloft is particularly well-suited for conversions because of its urban aesthetic, and because our Gen Y-minded fan base truly appreciates the sustainable aspects of adaptive reuse. Melding Aloft's design sensibility with an original structure also results in a completely unique product that resonates with our guests."

Pioneering initiatives in pop culture, design, and technology have positioned Aloft as a must-have brand for the next generation of travelers. Aloft hotels has reported consistently high guest satisfaction scores since launch, reflecting the success of its modern, and vibrant design at an affordable price point. The Aloft social guest experience, with the buzzing re:mix™ lounge and happening w xyz™ bar, earned select hotels within the portfolio designations on TripAdvisor's 2011 "Top 10 Trendiest Hotels in the US" and "Top 10 Trendiest Hotels in the World" rankings lists.