Starwood's aloft hotel chain, set to debut in May, is one of a variety of new brands working to attract young, hip travelers by offering trendy decors and high-tech amenities. Other new chains, which typically don't cost as much as higher-end luxury properties, include Hyatt's Hyatt Place, Choice Hotels' Cambria Suites, InterContinental's Hotel Indigo and a new chain planned by Marriott.

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