I’ve been doing some serious research on the nine different Starwood brands. Why? Just for fun. Yes, I know I’m a little weird.
It’s really interesting, though, once you start to really think about and notice what a hotel’s brand message – or personality – is. Often, the message is faint or dimmed – so the hotel just seems like…a hotel. Nothing special, and not very memorable. Sometimes, a hotel’s personality is so well thought-out and strongly communicated that (if you personally connect to the message) you become loyal to the brand and will go out of your way to stay there.
Once you know what a hotel is trying to communicate, you become a more savvy guest. You can look for the brand message, and will be able to notice if the execution of that message was strong and clear, or weak and muddled. You will be better able to articulate why you had a great stay – or a mediocre one.
Modern, Fresh, Fun
This is the message that Aloft wants you to hear, and the experience that they want guests to have. Aloft strives to be young, tech-savvy, design-forward, and social. They describe their hotels as “a place where energy flows, personalities mingle, and opportunities abound. A place where anything can happen.”
That is quite a message!
Style at a Steal
Aloft is an affordable alternative to the W brand.
Guest rooms feature loft-inspired design, with 9-foot ceilings, platform beds, and oversized showers.
Rooms also offer Bliss amenities, bottled water, signature coffee, free wifi, and a docking station to charge and connect all of your gadgets.
Re:mix, Re:fuel, and W XYZ
Aloft hotels have self-serve “gourmet eateries” where guests can purchase mix-and-match meals, make-your-own cappuccinos, desserts, and snacks. Re:fuel stations are open 24/7.
Propeties also feature communal lounges with mood lighting and music. Re:mix lounges are the social hub of the hotels, while the w xyz bars in each property are billed as the “hub of hip.”
Backyard, pool, and gym
Each Aloft property has a “backyard” for hanging out.
Gyms are open 24/7. Pools have extended hours as well.
There are currently 60+ Aloft hotels now open around the globe. I’ve personally never stayed at one. Their brand message seems strong; I wonder if it is communicated well at their properties.
Have you ever stayed at an Aloft hotel? Is the brand compelling to you? If you have stayed at an Aloft, what was it like?