Aloft Hotels
Encyclopedia
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Aloft Hotels is a brand of hotels based out of North America
. Its parent company is Starwood Hotels & Resorts Worldwide
, although it is referred to as "a vision of W Hotels". The concept was developed in 2005, with the first hotel opening at the Trudeau International Airport
in Montreal in 2008. Aloft Hotels have since opened across North America and around the world. The majority of its hotels are located at or near major airports.
The brand is most notable for its style, which is different from the majority of hotel brands. The hotels offer a very urban design, with many unique technical aspects, and a very social atmosphere. Another characteristic of the hotel is the names it applies to otherwise basic hotel amenities. For example, in each hotel, the swimming pool is referred to as "splash". The staff of Aloft Hotels use the same lingo, and greet guests by saying "Aloha
!".
, Westin
, and W Hotels, but was looking to expand into a market of more contemporary hotels, which would eventually become known as boutique hotel
s. To reflect its relationship with Starwood Hotels, the Aloft brand was dubbed as "A Vision of W Hotels". Starwood worked with the architectural company Rockwell Group and its founder David Rockwell
to come up with the design.
The early success of such modern hotel creations was a large influence on many hotel chains. The InterContinental Hotels Group
and Hyatt
created similar concepts, Hotel Indigo
and Hyatt Place, respectively, around the same time that Aloft Hotels were being developed. Hotel Indigo was actually the first of these boutique hotel brands, with its first hotel opening in Atlanta in 2004.
To generate interest in the brand before its 2008 opening, Starwood launched a virtual tour of the hotels using Second Life
, whose site allows visitors to move through a typical Aloft Hotel and explore its aspects in detail. Starwood monitored statistics from the site, gauged public reception based upon visitors' opinions, and incorporated this information into the design of future Aloft Hotels.
, there are currently locations in Canada
, China
, India
, Belgium
, and the United Arab Emirates
. In 2011 and 2012, 20 proposed locations are to open, including in Mexico
, Thailand
, Colombia
, and England
, for a total of 66 Aloft locations. While positive for the hotel brand, this number falls well short of an original anticipation to have 500 locations by 2012.
A majority of the locations are branded either as "City Center" or "Airport" hotels by the Aloft Hotels website. City Center hotels are those located in downtown areas, such as Aloft Milwaukee Downtown. Airport hotels are the Aloft locations located at or near major airports, such as the original location in Montreal, or at Chicago
's O'Hare International Airport
. Aloft focused on these two major hotel types because these are the areas where hotels find the most success.
Aloft Hotels has opened some locations in areas that have shown low growth in recent times, helping to revitalize struggling urban areas. For instance, the Aloft location opened in downtown Milwaukee in December 2009 was the first new hotel built in Milwaukee since 2001. The hotel opened in Harlem
, New York
in December 2010 was the first hotel opened there in 40 years.
The Aloft opened in downtown Dallas remains to be the only Aloft in the world that has suites. It is also only one of two Alofts that has been refurbished.
United States locations:
The trademark modernistic culture of Aloft Hotels has also drawn some criticism. The contemporary theme of Aloft Hotels is not appreciated by everyone, and has turned back some potential patrons. Some critics still feel the Aloft Hotels have too much of a "cookie cutter" feel to them. In addition, the barrage of colors, shapes, and lingo from the first moment in the hotel has been noted as simply too much for some to handle. One of the biggest issues with Aloft is the exterior design of the hotels, which in an attempt to have a very contemporary look, sacrifices the architectural features that define other hotels or buildings, especially in a downtown setting.
Aloft Hotels is a brand of hotels based out of North America
North America
North America is a continent wholly within the Northern Hemisphere and almost wholly within the Western Hemisphere. It is also considered a northern subcontinent of the Americas...
. Its parent company is Starwood Hotels & Resorts Worldwide
Starwood Hotels & Resorts Worldwide
Starwood Hotels and Resorts Worldwide, Inc. is a hospitality ownership and management organization, headquartered in White Plains, New York. One of the world's largest hotel companies, it owns, operates, franchises and manages hotels, resorts, spas, residences, and vacation ownership properties...
, although it is referred to as "a vision of W Hotels". The concept was developed in 2005, with the first hotel opening at the Trudeau International Airport
Montréal-Pierre Elliott Trudeau International Airport
Montréal-Pierre Elliott Trudeau International Airport or Montréal-Trudeau, formerly known as Montréal-Dorval International Airport, is located on the Island of Montreal, from Montreal's downtown core. The airport terminals are located entirely in Dorval, while the Air Canada headquarters complex...
in Montreal in 2008. Aloft Hotels have since opened across North America and around the world. The majority of its hotels are located at or near major airports.
The brand is most notable for its style, which is different from the majority of hotel brands. The hotels offer a very urban design, with many unique technical aspects, and a very social atmosphere. Another characteristic of the hotel is the names it applies to otherwise basic hotel amenities. For example, in each hotel, the swimming pool is referred to as "splash". The staff of Aloft Hotels use the same lingo, and greet guests by saying "Aloha
Aloha
Aloha in the Hawaiian language means affection, peace, compassion and mercy. Since the middle of the 19th century, it also has come to be used as an English greeting to say goodbye and hello...
!".
History
Aloft Hotels was conceived in 2005 by Starwood Hotels. The hotel chain already had many brands, including SheratonSheraton Hotels and Resorts
Sheraton Hotels and Resorts is Starwood Hotels & Resorts Worldwide's largest and second oldest brand . Starwood's headquarters are in White Plains, New York.-Sheraton history:...
, Westin
Westin Hotels
Westin Hotels & Resorts are an upscale hotel chain owned by Starwood Hotels & Resorts Worldwide. As of 2011, Westin operated over 160 hotels in 37 countries.-History:...
, and W Hotels, but was looking to expand into a market of more contemporary hotels, which would eventually become known as boutique hotel
Boutique hotel
Boutique hotel is a term popularized in North America and the United Kingdom to describe intimate, usually luxurious or unique hotel environments. Boutique hotels differentiate themselves from larger chain/branded hotels and motels by providing personalized accommodation and services / facilities...
s. To reflect its relationship with Starwood Hotels, the Aloft brand was dubbed as "A Vision of W Hotels". Starwood worked with the architectural company Rockwell Group and its founder David Rockwell
David Rockwell
David Rockwell is an American architect and designer, who is the founder and CEO of Rockwell Group, based in New York with satellite offices in Madrid and Dubai. Rockwell has long been fascinated with immersive environments.-Early life and education:...
to come up with the design.
The early success of such modern hotel creations was a large influence on many hotel chains. The InterContinental Hotels Group
InterContinental Hotels Group
InterContinental Hotels Group plc is a global hotels company headquartered in Denham, United Kingdom. It is the largest hotels company in the world measured by rooms , and has over 4,500 hotels across over 100 countries...
and Hyatt
Hyatt
Hyatt Hotels Corporation , is an international operator of hotels.Hyatt Center is the headquarters for Hyatt corporation...
created similar concepts, Hotel Indigo
Hotel Indigo
Hotel Indigo is a chain of boutique hotels, part of the InterContinental Hotels Group. It is promoted as being "the industry’s first branded boutique hotel experience." The concept includes a retail-inspired design concept with changes throughout the year. Guestrooms feature murals, area rugs,...
and Hyatt Place, respectively, around the same time that Aloft Hotels were being developed. Hotel Indigo was actually the first of these boutique hotel brands, with its first hotel opening in Atlanta in 2004.
To generate interest in the brand before its 2008 opening, Starwood launched a virtual tour of the hotels using Second Life
Second Life
Second Life is an online virtual world developed by Linden Lab. It was launched on June 23, 2003. A number of free client programs, or Viewers, enable Second Life users, called Residents, to interact with each other through avatars...
, whose site allows visitors to move through a typical Aloft Hotel and explore its aspects in detail. Starwood monitored statistics from the site, gauged public reception based upon visitors' opinions, and incorporated this information into the design of future Aloft Hotels.
Concept
A defining attribute of the Aloft Hotel brand is its unique, non-traditional style. Starwood has promoted the hotel chain as a new "lifestyle brand," emphasizing a modern and fresh look and a social atmosphere, which encourages guests to spend time in the lobby and meet other people.Features
Aloft Hotels are known for their combination of new features and re-branded old features. Some of the most common features among its properties are listed in the table that follows.| Feature | Description |
|---|---|
| Splash | Although the indoor pool at Aloft is not very different from the traditional hotel pool, Aloft refers to it as "Splash". |
| Lifts | Aloft refers to their elevators as "lifts." The lifts feature plastic tiles filled with blue gel, which leave imprints where customers have stood. |
| Aloha Desk | As was mentioned earlier, guests are welcomed to the hotel with a greeting of "Aloha!" from staff at the Aloha Desk. Unlike a traditional reception desk, it is similar to a checkout counter one would see at stores, which gives the lobby a more open feeling, and makes staff seem more readily accessible. Check-ins can occur at the desk without staff or prior reservations via a credit card swipe by the customer. |
| re:fuel | Replacing the traditional shop in the hotel lobby, it has an "easy breezy atmosphere", open to the rest of the lobby. re:fuel offers the normal variety of sandwiches, salads and snacks, with a tendency toward healthier foods, as well as coffee and cappuccino. Available 24 hours a day, payment is via a simple credit card swipe. |
| re:mix Lounge | The re:mix Lounge is the primary focus of Aloft Hotels, its lobby, filled with contemporary furniture, modern shapes and colors to emphasize a fresh appearance. Comfortable and inviting, the furniture encourages its guests to socialize in the lobby. Board games and a pool table may also be used for the same purpose. The re:mix Lounge also offers LCD TV's, Wi-Fi access, and a ticker of news and sports scores, and some of the hotels feature indoor and outdoor fireplace Outdoor fireplace An outdoor fireplace is a place for building fires outside of the home. Similar in construction to an indoor fireplace, an outdoor fireplace is usually added to a stone, brick, or concrete patio. It often consists of a firebox and a chimney. As with indoor fireplaces, an outdoor fireplace... s. |
| w xyz bar | The bar is highlighted by its contemporary seating and neon lights, offering the normal array of bar food and drinks available at most hotel bars. It attracts customers with TV's and live musical act performances. Many of these acts are local. |
| re:charge Gym | Aloft offers a swipe-access gym, re-branded with the name re:charge to instill a sense of energy. |
| Arf | A somewhat unique feature, this is a dog care program. Arf offers a dog-bed as well as treats and toys for a dog staying with a customer. |
| Camp Aloft | Camp Aloft helps parents on vacation by getting their children excited about the hotel experience. It strives for an adventure-like feeling, with special "Goodie Bags" for children upon their arrival, as well as special beds for rooms, and offerings at re:fuel. Other hotel features, such as the board games offered in the Lounge and Splash, also aim to keep children entertained. |
Guest rooms
The rooms are furnished in a very contemporary style, with nine foot ceilings and unique colors and geometries incorporated into the decor. A typical room layout has two beds along a padded wall, facing a wall with two windows and an LCD television hung between them. Rooms also feature technological aspects besides the TV, including a "Jack Pack" station which can be used to charge phones, laptops, or other devices that a customer may have brought. Bathrooms are uniquely designed with a contemporary sink and a "spa-style" shower. Most common aspects of modern hotel rooms are also offered at Aloft, including internet access, linens, towels, and bathroom amenities. Hotel rooms are kept relatively simple, to encourage guests to spend time in the re:mix Lounge.Local connections
Aloft Hotels emphasize the local community, such as by highlighting local musicians at the w xyz bar, and holding Facebook contests to find the best local musicians.Environmental impact
Aloft Hotels strive for a lowered environmental impact. An example is the Aloft Milwaukee Downtown, where outdoor landscaping was done to try to give a fresh, green image on the outside of the hotel. On the inside, engineers used natural wood treatments and materials such as cork to reduce negative effects on the environment. Guest rooms have soap dispensers in the shower instead of bottles, and the option to keep towels for multiple uses. Parking spots are designated specifically for hybrid vehicles, encouraging guests to make environmentally responsible choices.Locations
Since its first hotel opened in 2008, the Aloft brand has grown rapidly. The hotel originally started in North America, but has now grown to feature locations around the world. According to the Aloft website, in the United States there are current or planned locations in 24 states. In addition to its locations in the United StatesUnited States
The United States of America is a federal constitutional republic comprising fifty states and a federal district...
, there are currently locations in Canada
Canada
Canada is a North American country consisting of ten provinces and three territories. Located in the northern part of the continent, it extends from the Atlantic Ocean in the east to the Pacific Ocean in the west, and northward into the Arctic Ocean...
, China
China
Chinese civilization may refer to:* China for more general discussion of the country.* Chinese culture* Greater China, the transnational community of ethnic Chinese.* History of China* Sinosphere, the area historically affected by Chinese culture...
, India
India
India , officially the Republic of India , is a country in South Asia. It is the seventh-largest country by geographical area, the second-most populous country with over 1.2 billion people, and the most populous democracy in the world...
, Belgium
Belgium
Belgium , officially the Kingdom of Belgium, is a federal state in Western Europe. It is a founding member of the European Union and hosts the EU's headquarters, and those of several other major international organisations such as NATO.Belgium is also a member of, or affiliated to, many...
, and the United Arab Emirates
United Arab Emirates
The United Arab Emirates, abbreviated as the UAE, or shortened to "the Emirates", is a state situated in the southeast of the Arabian Peninsula in Western Asia on the Persian Gulf, bordering Oman, and Saudi Arabia, and sharing sea borders with Iraq, Kuwait, Bahrain, Qatar, and Iran.The UAE is a...
. In 2011 and 2012, 20 proposed locations are to open, including in Mexico
Mexico
The United Mexican States , commonly known as Mexico , is a federal constitutional republic in North America. It is bordered on the north by the United States; on the south and west by the Pacific Ocean; on the southeast by Guatemala, Belize, and the Caribbean Sea; and on the east by the Gulf of...
, Thailand
Thailand
Thailand , officially the Kingdom of Thailand , formerly known as Siam , is a country located at the centre of the Indochina peninsula and Southeast Asia. It is bordered to the north by Burma and Laos, to the east by Laos and Cambodia, to the south by the Gulf of Thailand and Malaysia, and to the...
, Colombia
Colombia
Colombia, officially the Republic of Colombia , is a unitary constitutional republic comprising thirty-two departments. The country is located in northwestern South America, bordered to the east by Venezuela and Brazil; to the south by Ecuador and Peru; to the north by the Caribbean Sea; to the...
, and England
England
England is a country that is part of the United Kingdom. It shares land borders with Scotland to the north and Wales to the west; the Irish Sea is to the north west, the Celtic Sea to the south west, with the North Sea to the east and the English Channel to the south separating it from continental...
, for a total of 66 Aloft locations. While positive for the hotel brand, this number falls well short of an original anticipation to have 500 locations by 2012.
A majority of the locations are branded either as "City Center" or "Airport" hotels by the Aloft Hotels website. City Center hotels are those located in downtown areas, such as Aloft Milwaukee Downtown. Airport hotels are the Aloft locations located at or near major airports, such as the original location in Montreal, or at Chicago
Chicago
Chicago is the largest city in the US state of Illinois. With nearly 2.7 million residents, it is the most populous city in the Midwestern United States and the third most populous in the US, after New York City and Los Angeles...
's O'Hare International Airport
O'Hare International Airport
Chicago O'Hare International Airport , also known as O'Hare Airport, O'Hare Field, Chicago Airport, Chicago International Airport, or simply O'Hare, is a major airport located in the northwestern-most corner of Chicago, Illinois, United States, northwest of the Chicago Loop...
. Aloft focused on these two major hotel types because these are the areas where hotels find the most success.
Aloft Hotels has opened some locations in areas that have shown low growth in recent times, helping to revitalize struggling urban areas. For instance, the Aloft location opened in downtown Milwaukee in December 2009 was the first new hotel built in Milwaukee since 2001. The hotel opened in Harlem
Harlem
Harlem is a neighborhood in the New York City borough of Manhattan, which since the 1920s has been a major African-American residential, cultural and business center. Originally a Dutch village, formally organized in 1658, it is named after the city of Haarlem in the Netherlands...
, New York
New York
New York is a state in the Northeastern region of the United States. It is the nation's third most populous state. New York is bordered by New Jersey and Pennsylvania to the south, and by Connecticut, Massachusetts and Vermont to the east...
in December 2010 was the first hotel opened there in 40 years.
The Aloft opened in downtown Dallas remains to be the only Aloft in the world that has suites. It is also only one of two Alofts that has been refurbished.
United States locations:
- Alabama
- Homewood
- Arizona
- Chandler
- Phoenix
- Tempe
- Arkansas
- Rogers
- California
- Millbrae
- Rancho Cucamonga
- Colorado
- Aurora
- Broomfield
- Florida
- Doral (coming soon)
- Jacksonville (Airport)
- Jacksonville (Tapestry Park)
- Tallahassee
- Illinois
- Bolingbrook
- Chicago
- Rosemont
- Kansas
- Leawood
- Maryland
- Hanover
- Linthicum
- National Harbor
- Massachusetts
- Lexington
- Minnesota
- Minneapolis
- New Jersey
- Mount Laurel
- New York
- Brooklyn
- New York (Manhattan Downtown)
- New York
- North Carolina
- Asheville (coming soon)
- Chapel Hill
- Charlotte (Ballantyne)
- Charlotte (Uptown)
- Ohio
- Cleveland (Coming soon)
- Oklahoma
- Oklahoma City (Coming soon)
- Tulsa
- Tulsa (Downtown, coming soon)
- Oregon
- Portland
- Pennsylvania
- Philadelphia
- South Carolina
- North Charleston
- Tennessee
- Franklin
- Texas
- Austin
- Dallas
- Frisco
- Houston
- Irving
- Plano
- San Antonio
- Virginia
- Ashburn
- Chesapeake
- Glen Allen
- Winchester
- Wisconsin
- Green Bay
- Milwaukee
Reception
Public reception of Aloft Hotels has been mixed. The majority of opinions revolve around the two main aspects of the hotel brand: low room prices, and the contemporary style. Aloft Hotels grew quickly, not only in number of locations, but in customer satisfaction. In a July 2010 ranking by J. D. Power and Associates, Aloft Hotels ranked towards the top of the list of hotels in customer satisfaction, ahead of many traditional hotel brands, largely due to the low prices paid for rooms.The trademark modernistic culture of Aloft Hotels has also drawn some criticism. The contemporary theme of Aloft Hotels is not appreciated by everyone, and has turned back some potential patrons. Some critics still feel the Aloft Hotels have too much of a "cookie cutter" feel to them. In addition, the barrage of colors, shapes, and lingo from the first moment in the hotel has been noted as simply too much for some to handle. One of the biggest issues with Aloft is the exterior design of the hotels, which in an attempt to have a very contemporary look, sacrifices the architectural features that define other hotels or buildings, especially in a downtown setting.