loft Rogers, located at the intersection of I-540 and New Hope Road, is just blocks from the heart of Rogers' newest and most dynamic development areas, offering a refreshing alternative to the current lodging options. The six-story, 130-room hotel gives business and leisure travellers easy access to nearby business centres and local attractions, such as the Northwest Arkansas Regional Airport, Wal-Mart's corporate headquarters, Pinnacle Hills and the Promenade. In addition, aloft Rogers is a mere half hour drive from the University of Arkansas. The property is expected to open its doors in early 2008.

As a Vision of W Hotels, aloft is shaking up the lodging industry with urban-influenced design, accessible technology, style and a social atmosphere. aloft offers a total sensory experience, with guest lofts featuring loft-like nine-foot ceilings and oversized windows to create a bright, airy environment. The centrepiece of the loft room is the ultra-comfortable signature bed, and large stylish bathrooms complement the guest experience with oversized walk-in showers and amenities created by Bliss(R) spa. Each guest loft is also a combination high-tech office and entertainment centre, featuring wireless internet access and plug & play, a one-stop connectivity solution for multiple electronic gadgetry such as PDAs, cell phones, mp3 players and laptops - all linked to a large flat panel HDTV ready television for optimal sound and viewing.

Designed in conjunction with world renowned David Rockwell and the Rockwell group, aloft stays true to the W heritage, offering atmospheric public spaces designed to draw guests from their rooms to socialize and make friends. Guests can read the paper, work on their laptops via hotel-wide wireless internet access, play a game of pool or grab a drink with friends at the remix communal lobby area and bar w xyz. The recharge fitness centre and splash, the indoor or outdoor pool, give travellers options to de-stress and re-energize; while refuel by aloft, a one-stop food and beverage area, offers sweet, savoury and healthy food, snacks and beverages to grab & go, 24-hours a day.