Hotel companies are tripping over themselves to develop new concepts — called lifestyle brands — designed to lure Generation X travelers. This younger group is fast replacing baby boomers as the largest segment of business travelers, and they want casual and tech-friendly lodging, with 24-hour access to food and drinks. Meeting space, however, is not a priority.

Starwood's aloft brand, designed for secondary markets, will comprise newly constructed properties with 125 to 175 rooms and

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