Starwood Hotels & Resorts Worldwide has debuted its Aloft brand in the US state of Georgia with the launch of Aloft Atlanta Downtown.

The new hotel, which is owned by Tampa-based DeBartolo Development and managed by Atlanta-based Banyan Investment Group, underwent a multi-million dollar renovation before it was converted into an Aloft branded property.

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The ten-storey property, which is situated in the centre Atlanta’s business district, is in the neighbourhood of Merchandise Mart and in close proximity to many Fortune 500 companies, as well as the campuses of Georgia State University and Emory University.

Starwood Specialty Select Brands senior vice president Brian McGuinness said the new Aloft hotel will energize the downtown lodging market by offering an appealing new option for the next generation of travellers.

“We were delighted to work with DeBartolo Development on the successful conversion and repositioning of this hotel,” McGuinness added.

“Conversions represent an important growth channel for the Aloft brand, especially in mature metropolitan markets.”

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“Conversions represent an important growth channel for the Aloft brand, especially in mature metropolitan markets.”

Aloft Atlanta Downtown features 254 loft-like rooms along with amenities such as the W XYZ bar with live music performances, a Splash swimming pool, an all-day fitness centre as well as over 2,500ft² of meeting space suitable for business and social events.

Additionally, the hotel offers convenient access to public attractions such as Georgia Aquarium, the World of Coca Cola, Atlantic Civic Center and Centennial Olympic Park.

DeBartolo Development president and COO Edward Kobel said that Starwood has a track record of developing brands that resonate with consumers and successful partnerships with owners.

“We look forward to growing our partnership with Starwood,” Kobel added.