Starwood Hotels & Resorts Worldwide, Inc. adds a new twist in travel by announcing the opening of Aloft Chennai, the first Aloft to open in India with the second Aloft scheduled to open a month later, on the 01st August 2010 in Bangalore. Urbanedge Hotels, a special purpose vehicle (SPV) of Auromatrix Hotels Private Limited, plans to set up several properties of Aloft hotels in the country over the next few years.

Starwood Hotels & Resorts has reinvented hotel design with the debut of its newest brand, Aloft Hotels. Featuring loft-like guest rooms, a buzzing bar scene in the open lobby, an urban-inspired grab-and go café and industrial design elements throughout, Aloft delivers urban-influenced, modern and vibrant design and an energetic guest experience at an affordable price point.

Aloft, the sizzling tech-savvy brand that has rocked the U.S. hospitality industry makes its debut in India this year, with two properties planned for 2010 - Aloft Chennai, OMR - Sholinganallur and Aloft Bangalore, Whitefield. Aimed at Generation Y, Aloft is Starwood's design-led, social-experience brand that has enjoyed the fastest ramp-up of any brand in hotel history. As a young, tech-driven society, India will become a key market for Aloft's development outside of the United States.

"The energy of Aloft properties in India will reflect the dynamism of the cities where we're opening our doors," said Brian McGuinness, , Starwood's Senior Vice President, Specialty-Select Brands. "And we're excited to connect with India's tastemaking Gen Y travelers, who've been eager for a hotel experience that matches their very forward-thinking sensibilities."

"We look forward to a long and fruitful partnership with the Starwood Group. Aloft will raise the bar in the select-service category, offering urban-inspired guest rooms, leading edge technology services, and an energetic lounge scene, inspiring and indulging its guests with thoughtful, refreshing and stylish experiences." said Kumar Sitaraman, Chairman & CEO of Auromatrix Hotels.

Aloft Chennai introduces style at a steal to the region with 130 spacious, loft-like rooms, accessible technology and a vibrant, social atmosphere. The hotel is located on the Old Mahabalipuram Road (OMR), the hub for IT development in Chennai. The hotel will also offer over 5,000 square feet of meeting space and a restaurant.