According to Starwood's press release "aloft will raise the bar in the select-service category, offering urban-inspired, loft-like guest rooms, enhanced technology services, landscaped outdoor spaces for socializing day and night, and an energetic lounge scene."
While the real-world hotels open in 2008, the SL version will open next month, making SL users the first to see the new brand. A blog details the work going into the virtual hotel, and is a good resource for businesses looking to implement SL marketing.
