WHITE PLAINS, New York—Project XYZ, Starwood Hotels & Resorts' uber-secret new take on the hospitality industry, has finally been named, branded and is now ready to target sophisticated business and leisure travelers.

The new select service project, aloft, was unveiled at the Phoenix Lodging Conference on Wednesday, Sept. 28.

''We are building on our success and lessons learned from W and reinventing the category,'' said Steven J. Heyer, Starwood's CEO. ''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.''

Aloft promises urban-inspired loft-like guest rooms, enhanced technology, outdoor spaces and a number of social offerings.

Starwood has announced that five company-owned sites have been selected for the development of aloft. These properties are located in Lexington, Massachusetts, Tucson, Arizona, San Francisco Airport, Philadelphia Airport, and Cherry Creek, Colorado. The company expects the first hotels to break ground in early 2006 and open in early 2007, with 500 properties worldwide expected by 2012.

David Rockwell and the Rockwell Group are collaborating on aloft's design.