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Starwood launches Aloft brand in Europe, making W Hotels more accesible
News 31 August 2010
Starwood hotel group launches its ALOFT branded chain in Europe by opening the first location this week in Brussels, with 147 rooms. The second Aloft in Europe will be open in London in 2012. With the occasion of the Brussels opening, Starwood CEO Frits Van Paasschen said the Aloft brand ''is Ikea'', emphasizing the affordability of the new chain. The Aloft chain is positioned as the more accesible version of W Hotels, being branded ''a vision of W Hotels''.