Chile: Starwood Hotels & Resorts considers Aloft hotels for cities
US-based Starwood Hotels & Resorts opened its exclusive W hotel in Santiago, Chile during July 2009 (the first in Latin America) because Chile is competitive in terms of its economy as well as growth. Furthermore, its capital market is attractive and the company can create a different product in Chile in terms of design and atmosphere. The company has stated that bookings have increased since July 2009 and executives predict a much better year in 2010. Starwood Hotels & Resorts is considering introducing its Aloft hotel format in smaller Chilean cities as well as opening further W hotels in Brazil and Argentina.