LOS ANGELES—Starwood Hotels is bringing its Aloft Hotel brand to Los Angeles. Aloft El Segundo, as it will be called, will be near LAX, and will cater to what the firm calls today's “hyper-connected global traveler.” The new Los Angeles outpost will have 246 loft-like rooms and high-tech amenities throughout, like keyless entry and high-speed wireless Internet throughout.

Rubicon Cos. owns the hotel property, and recently completed a $20 million renovation to reposition the property into an Aloft-branded space. Aimbridge Hospitality is the hotel property manager. “All of our properties are designed as a way to bring urban cool to unexpected places,” Paige Francis, VP of global brand management at Aloft Hotels,” tells GlobeSt.com. “Aloft El Segundo will also help meet the demand for high-caliber lodging in this newly developed district at an affordable price. It will also provide business travelers a comfortable place to stay that feels like home, even while on the road.”

While the immediate submarket is undergoing massive revitalization, much of it catalyzed by the Hollywood Park development and L.A.'s new football team, the Rams, Starwood was also attracted to the ample businesses surrounding the market. The surrounding companies include Fortune 500 corporations including Chevron, Raytheon, Boeing and Northrop Grumman. The property is also close to retail and local attractions, beaches and Loyola Marymount University. All of these reasons made it an ideal landing for the brand's first Los Angeles hotel, which appeals to the next generation of travelers, as Francis puts it. “Before Aloft first opened years ago, we noticed that guests who weren¹t seeking five-star luxury hotels or pricey boutiques had very limited options available ­and those that were available were bland, lifeless and with no personality or life to them,” she says. “To put it simply, they were boring. Because of this void and with Starwood¹s innovative nature, we saw a perfect opportunity to introduce a completely new lifestyle category ­this is how Aloft emerged.”

The brand has been growing, and now has more than 100 locations worldwide. While this hotel is its Los Angeles debut, Francis says that they are looking for more opportunities in our market. “We are always looking to expand,” explains Francis. “In fact, Aloft has already surpassed its 100th hotel and remains the fastest growing brand in the history of hospitality. If we find the right spot, we build. Los Angeles is a fantastic market. We know it's an aggressive market, but the demand is there and the time is right. Regarding other submarkets, quite simply, we go where travelers are going, and in many cases, where they don't even know they will be going in just a few years.”

LOS ANGELES—Starwood Hotels is bringing its Aloft Hotel brand to Los Angeles. Aloft El Segundo, as it will be called, will be near LAX, and will cater to what the firm calls today's “hyper-connected global traveler.” The new Los Angeles outpost will have 246 loft-like rooms and high-tech amenities throughout, like keyless entry and high-speed wireless Internet throughout.

Rubicon Cos. owns the hotel property, and recently completed a $20 million renovation to reposition the property into an Aloft-branded space. Aimbridge Hospitality is the hotel property manager. “All of our properties are designed as a way to bring urban cool to unexpected places,” Paige Francis, VP of global brand management at Aloft Hotels,” tells GlobeSt.com. “Aloft El Segundo will also help meet the demand for high-caliber lodging in this newly developed district at an affordable price. It will also provide business travelers a comfortable place to stay that feels like home, even while on the road.”

While the immediate submarket is undergoing massive revitalization, much of it catalyzed by the Hollywood Park development and L.A.'s new football team, the Rams, Starwood was also attracted to the ample businesses surrounding the market. The surrounding companies include Fortune 500 corporations including Chevron, Raytheon, Boeing and Northrop Grumman. The property is also close to retail and local attractions, beaches and Loyola Marymount University. All of these reasons made it an ideal landing for the brand's first Los Angeles hotel, which appeals to the next generation of travelers, as Francis puts it. “Before Aloft first opened years ago, we noticed that guests who weren¹t seeking five-star luxury hotels or pricey boutiques had very limited options available ­and those that were available were bland, lifeless and with no personality or life to them,” she says. “To put it simply, they were boring. Because of this void and with Starwood¹s innovative nature, we saw a perfect opportunity to introduce a completely new lifestyle category ­this is how Aloft emerged.”

The brand has been growing, and now has more than 100 locations worldwide. While this hotel is its Los Angeles debut, Francis says that they are looking for more opportunities in our market. “We are always looking to expand,” explains Francis. “In fact, Aloft has already surpassed its 100th hotel and remains the fastest growing brand in the history of hospitality. If we find the right spot, we build. Los Angeles is a fantastic market. We know it's an aggressive market, but the demand is there and the time is right. Regarding other submarkets, quite simply, we go where travelers are going, and in many cases, where they don't even know they will be going in just a few years.”