Starwood Hotels & Resorts Worldwide has launched its Aloft brand in College Station, Texas, US, marking the brand’s 100th hotel worldwide.
The new hotel, located less than a mile from the Texas A&M University campus, is the eighth Aloft hotel in the state.
In addition, the new hotel is first of nine new Aloft hotels scheduled to open in the state over the next three years.
Starwood Specialty Select Brands senior vice-president Brian McGuinness said: "Aloft College Station is an ideal fit for this fast-growing area and will appeal to both travellers and locals with its distinctive design aesthetic, dynamic social vibe and live music performances from emerging artists at W XYZ bar.
"As we cross the 100th hotel milestone globally for the Aloft brand, we look forward to continuing this bullish growth momentum in key destinations worldwide."
Owned by Lodging America, the new hotel will be managed by Aimbridge Hospitality.
The hotel features an outdoor splash pool, a 24h gym, refuel at Aloft and its signature W XYZ bar. Moreover, the hotel also features 1,500ft² of flexible meeting space for business meetings and social gatherings.
Meanwhile, Starwood signed an agreement with Belgrade Waterfront to launch its W brand in Serbia. The company will debut in Serbia with the opening of W Belgrade and The Residences at W Belgrade in 2019.
Starwood Hotels & Resorts Europe, Africa and Middle East president Michael Wale said: "We look forward to attracting both local and international guests to W Belgrade and this spectacular new city hub."
The Residences at W Belgrade will feature 165 luxurious residential apartments ranging from 55m² to 100m².