Hotels go even more aloft

23 10 2007

Aloft Bukilding

aloft is the exciting new hotel concept from hospitality giants Starwood, who have aimed to have 500 aloft properties worldwide by 2010.

Starwood were the first of the big five hotel groups to adopt the concept of boutique-style hotels when they launched their W Hotels concept. Now having learned there lessons from that extremely successful city-based chain, they have developed a new concept that should sit nicely in most locations.

As a vision of W Hotels, aloft carries the DNA of W by bringing a new level of style and experience to the select-service market. Key to the uniqueness of the brand will be its innovative food and beverage concepts: re:fuel and w xyz.

re:fuel, an urban inspired, 24-hour a day gourmet food offering, will redefine the way travelers think about eating on the road – banishing forever powdered eggs and instant coffee. Guests at aloft hotels will instead enjoy sweet, savory and healthy foods such as fresh fruit, custom coffee drinks and freshly made sandwiches.

After the workday is done, guests and in-the-know locals will unwind at w xyz, aloft’s destination bar. By combining signature cocktails and a sommelier-curated wine list in a comfortable, loft-inspired environment along with stylistic features like oversized windows looking out into the backyard and the splash pool, w xyz will delight all the senses.

Aloft Bedroom

Each aloft hotel incorporates unique, natural materials, innovative architecture and industry leading guestrooms. The guestrooms feature generous nine-foot ceilings and full-height windows, creating a decidedly loft-like feel, a signature ultra-comfortable bed, well-engineered work spaces with the latest in technology, generous bathrooms with spacious walk-in showers and amenities.

In addition, the aloft brand team has developed innovative training programs, operating procedures and brand standards, all to ensure that a stay at an aloft hotel is unlike any other travel experience.





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