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Starwood's aloft hotels promise to be different

Travel News Asia Latest Travel News Podcasts Wednesday, 9 July 2008

Ten years after Starwood Hotels & Resorts launched its W Hotels brand, the hotel giant is shaking up the hotel industry with the debut of its newest brand, aloft hotels.

Conceived by the same team behind W Hotels, aloft was inspired by the idea that the select serve market was ripe for reinvention. The design process began in 2005 when aloft hotel's leadership team conceived of an urban-inspired, high-tech, environment with high ceilings and open, multi-functional spaces which would give travelers high design at a more accessible price point.

Featuring loft-like guest rooms, a buzzing bar scene in the open lobby, an urban-inspired grab-and go cafe and industrial design elements throughout, aloft hotels are a far cry from the conventional cookie cutter hotel brands that populate the select service space.

"Today's savvy, design-conscious consumers understand that great style can be both accessible and affordable," said Brian McGuinness, Global Brand Leader for aloft hotels. "Generation X and Y travelers who grew up with MTV, iPods and IKEA expect great design wherever they go, whether it's Rogers, Arkansas or Rancho Cucamonga, California."

First time visitors to aloft will immediately understand that aloft is different from any other hotel experience. Guests are greeted by special features and visually distinctive iconic structures on the exterior, including a colorful, sloping signature carport cover and building roof-line, and colorful glowing linear light sources on the building facade inspired by the notion of travel and motion.

The urban living experience is expressed in the re:mix lobby, a flexible space that lends itself to both daytime and evening socialization, featuring a sunken living room with a two-sided glass fireplace which opens to an outdoor patio, a customized pool table and a 24/7 grab 'n go gourmet pantry influenced by a New York deli (re:fuel by aloft). The centerpiece of the experience is the bar area, w xyz. which transforms from a quiet, playful space by day to an eclectic, electric lounge at night. Special programming and theme nights create a constantly changing atmosphere to  meet and mingle. The space incorporates industrial design elements such as exposed ductwork on the ceiling, polished concrete floors and a bar top made of crushed glass backlit with colored LCD lights.

All guest floors have a large picture window that looks onto a backyard and provides natural light in the corridors. Typically, the two guest rooms options are a 275 square foot room with a king size bed and a 325 square foot room with two double beds. Both are loft-like spaces with 9-feet-high ceilings and oversized windows. The rooms exhibit a calming palette with touches of blue and purple, an abundance of natural light, and a selection of custom furniture such as a multi-functional headboard which serves as a wall partition, built-in storage space, nightstand and a place for artwork. The bathrooms are simple and cleanly designed, with oversized walk-in showers with glass doors. 

re:fuel by aloft was designed with versatility in mind. During the day, the space is bright and industrial with an urban cafe meets grab-and-go design. At night, the space is transformed by recessing the lights into a red transparent canvas, providing a luminous and evening chic experience.

Even the front desk is stylized. The circular aloha desk serves as a stylish alternative to the traditional check-in desk and sits in the center of the lobby entry to welcome guests and be part of the experience. Equipped with check-in capabilities, a staff member to assist with guests' needs and a register for guests to pay for items purchased from the re: fuel by aloft pantry and the sundries "shop". Here design meets function. A  custom mirror, located in front of the desk and comprised of numerous small panels arranged to create a kaleidoscopic effect, serve as a way for staff members to see the entire area of the lobby. Guests can also check in via high-tech kiosks which allow guests to select floors and rooms, much like selecting seats on aircrafts.

Rates for aloft hotels average at around $150/night.

The first aloft hotel opened at the Montreal Airport on June 5. Since then hotels in Ontario-Rancho Cucamonga, CA, Rogers-Bentonville, AR and Lexington, MA. have opened their doors A total of 18 hotels are scheduled to open in 2008 including Chicago O'Hare, IL, Charleston, SC, Minneapolis, MN, Philadelphia Airport, PA, Portland, OR, as well as Beijing, China.

More than 50 aloft hotels are scheduled to open in 2009 including Brooklyn, NY, Denver International Airport, CO, Dallas, TX, Atlanta, GA, Las Vegas, NV and Toronto, Canada. To date, the aloft brand has already announced more than 90 development projects in more than 10 countries.

See other recent news regarding: Travel News AsiaPromotions, New Hotels, Starwood, aloft hotels

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