Mobissimo

Hotels. I think most are all the same, it's a room, a funny smell, and over-priced drinks at the hotel bar. Boutique and luxury hotels are now de rigueur, if you haven't stayed at the Faena in Buenos Aires, 60 Thompson in NYC, Hotel Costes in Paris, you're not really living. Starwood Hotels has launched a new hotel brand - aloft.

WHITE PLAINS, N.Y., September 28, 2005 - Starwood Hotels & Resorts Worldwide, Inc. (NYSE:HOT) and its stylish W Hotels division revealed today at the Phoenix Lodging Conference, the official name and concept details for its much-anticipated new brand in the select-service hotel category: aloft. Conceived by the same W Hotels team that is widely regarded as creators of one of the most successful new brands in decades, the aloft brand will bring this tired, stagnant travel segment to new heights.

aloft. I don't know if the travel segment is 'stagnant,' but I guess it's good marketing prose. Amenities, style, and the scene, it's what's these hotels are all about. Whether or not you want to bump into Lindsay Lohan or Paris is another thing. Trust me, you find just as exciting people at the Motel 6.