A New Hotel Brand Aims High: Aloft

First, there was Jet Blue, which forged new territory with affordably luxurious comfortably flights offering leather seats and individual TV screens with dozens of channels. Then, there were Starwood’s W Hotels, which gave stylish travelers cutting-edge amenities and designer hotels with a personal touch. Now, Starwood has revealed aloft, which is intended to raise the bar in the select-service category by offering urban-inspired, loft-like guest rooms with 9-foot ceilings, larger windows, enhanced technology, landscaped outdoor spaces for socializing and an energetic lounge scene.

Sounds too good to be true? It isn’t, but you’ll have to wait until early 2007 until this dream becomes a reality. The first properties for aloft will be situated in Tucson, AZ; Lexington, MA, San Francisco airport, CA; Philadelphia airport, PA; and Cherry Creek, CO. By 2012, Starwood expects to build up to 500 properties worldwide.

Aloft is aimed at business travelers on a relatively tight budgets. But these people don’t want an everyday hotel, so they need comfort and a place that has some amenities to break away from the grind of traveling. For them, Ross, Klein, President of W Hotels Worldwide, said, “We see aloft as an o
asis at the end of the road, a place that’s comfortable, easy and effortless.”

Via Influx Insights.

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