Update: Starwood Closing Virtual Aloft Hotel in Second Life

Travel Blog  •  Michael Yessis  •  08.02.07 | 11:21 AM ET

imageImage of Aloft Hotel via Starwood Hotels & Resorts.

That was fast. Last year, Starwood created some buzz for its new Aloft hotel brand by debuting an outpost in the virtual world Second Life. Now, according to the Los Angeles Times, the experiment is over. “There’s not a compelling reason to stay,” said Brian McGuinness, vice president of Aloft, a part of Starwood Hotels & Resorts. McGuinness says the virtual property did serve a purpose—the idea for radios in the showers at real-world Alofts, among other things, came from suggestions by Second Life users.

The apparent problem: According to the Relactions blog, Second Life doesn’t draw the kinds of numbers to support corporate investment. Starwood says it’s donating its virtual property to TakingITGlobal, a nonprofit social-networking group.



1 Comment for Update: Starwood Closing Virtual Aloft Hotel in Second Life

Phyllis Hall 02.01.08 | 12:35 PM ET

Amazing!

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