Aloft is Starwood's new lifestyle brand of limited servicehotels, which offer most of the amenities of full service hotelsbut typically do not have a restaurant or 24-hour room service. "Wedecided to do a twist on limited service," says Nina Timani,director of sales and marketing for the new aloft. "Clients todayare busy; they don't have time to sit down in a restaurant,especially if their stay is short. It makes it more convenient forthe traveler and more cost effective."

Located less than a mile from Philadelphia InternationalAirport, the hotel is geared toward corporate travelers. Accordingto Timani, the airport area is booming in Philadelphia, making it agood location for aloft.

"If you look at reports, the Philadelphia hotel market is downbut the airport area is not, so there are people still coming intothis area, and there are a lot of big companies nearby. It's goodfor people to be able to fly in, book into the hotel, and fly out.It's a very convenient location," says Timani.