Breaking away from the traditional "box"-type of hotel room, W Hotels is introducing an roomier loft-style room at its newer properties.

Dubbed "aloft," the new concept will feature urban-inspired, loft-like guest rooms with nine-foot ceilings and oversized windows. The bathrooms will feature large walk-in showers and amenities created by Bliss, which already operates spas in several W Hotels.

In addition to the more open feel to the room design, the new aloft hotels will feature public spaces designed to encourage guests to socialize. For food and drink, guests can visit Relax, the lounge area; Fresh Air, the open-air area serving light meals; and Re:Fuel, an "on the go" snack area. The fitness centers (dubbed "Train") and the pool area (dubbed "Splash") round out the public guest areas of the new hotel concept.

All aloft hotels will also feature flexible meeting spaces and 100% wi-fi access throught the property.

"We are building on our success and lessons learned from W and reinventing the category," said Steven J. Heyer, Starwood's Chief Executive Officer. "aloft will offer travelers a radical departure and a welcome, refreshing alternative to what's currently out there. We intend to deliver great style, design and functionality, all at an affordable room rate, with a high comfort quotient."

Starwood, the parent company of W Hotels, has announced that five aloft hotels are already in various stages of development. These first properities will be located in Lexington, Massachusetts, Tucson, Arizona, Cherry Creek, Colorado, and at the San Francisco and Philadelphia Airports, all with a planned opening date of early 2007. The company says it expects 500 aloft properties to be open worldwide (both company-owned and franchised) by 2012.

Honestly, I'm not sure about all the catchy names, but I think the concept will work. For more information, visit the company website at www.starwoodhotels.com.