Starwood Hotels & Resorts' aloft brand will soon open a new 186-room hotel in Beijing, and Brian McGuinness, vice president of Starwood Hotels & Resort aloft and element hotels, is tasked with ensuring the opening goes smoothly.

aloft Beijing is the first hotel opened in Asia under the brand “aloft”, what kind of market development strategy do you have?
Recognizing the great potential China has to offer to both inbound and outbound travelers, Starwood has expanded its footprint in China aggressively in the past 24 months. The hotel giant now operates over 35 hotels in mainland China, Taiwan and Macau, and is the one of the largest international upscale hotel operators in China. With the signing of aloft Beijing, Haidian, Starwood demonstrates its global capabilities to be product and location centric. I believe the coming Olympics will bring aloft great opportunities!

aloft Beijing is located near to Zhongguancun Science and Technology Park, a major information technology hub in Beijing, why did you choose this location and what do you view as your hotel's target sources of customers?
aloft Beijing, Haidian will be part of an integrated mixed-use complex, including serviced apartments and the recently signed Four Points by Sheraton Beijing, Haidian. The hotel will be located in Haidian district, near the western fourth ring road of Beijing. The Haidian district is a newly developed area within 20 minutes drive of the Zhongguancun Science and Technology Park – a major information technology hub in Beijing. There are a lot of new concept companies there and plenty of passionate customers who want to discover more. aloft is a new destination sensation featuring a loft-inspired design, accessible technology and a stylish urban attitude at an affordable price. No matter how old our customers are, they all hold an energetic spirit!

aloft Beijing has very distinctive interior design features with modern and fashionable elements, what unique experience will aloft bring to your guests?
aloft offers a total sensory experience, with guestrooms 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 that complement the guest experience with oversized walk-in showers and amenities created by bliss spa. The atmospheric public spaces were designed to draw guests from their rooms to socialize and make friends. Guests can read the paper, work on their laptops via hotel-wide wireless internet access, play a game of pool or grab a drink with friends at the re:mix communal lobby area and bar wxyz.

What new plans does your hotel have for the opportunities resulting from the Olympics in 2008?
We focus a lot on the Olympic market and plan to do promotions soon. We are thinking about offering free drinks to volunteers and some other activities.

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