Starwood Hotels have announced that the official name of their new hotel brand wlll be aloft (oh how I hate non-capitalized names).  The brand, formerly known as Project X, Y, Z  is meant to be the lower-priced offering for smaller areas and will feature loft-like guest rooms with nine-foot ceilings, flat panel TVs, mp3 docking stations, and large bathrooms with amenities by Bliss. Other features include Relax,  the lounge area; Fresh air, the open-air space; Re:Fuel, the food area with snacks and drinks to go: and Train and Splash, the gym and pool. I know these names are supposed to be ultra-modern but to me they sound they are docking stations for androids.  The first aloft properties will be located in Lexington, Massachusetts, Tucson, Arizona, San Francisco Airport, Philadelphia Airport, and Cherry Creek, Colorado. The company will also offer aloft licenses to qualified hotel owners and operators. The first hotels will break ground in 2006 and open in 2007 and 500 properties worldwide expected by 2012.