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Aloft, the design-led brand from Starwood Hotels & Resorts, unveiled a burgeoning global pipeline expected to bring the brand to 70 hotels around the world in 2013. A game-changer since its 2008 debut, Aloft will also continue blazing a trail by making conversions and adaptive-reuse projects a stronger part of its global growth.
Pioneering initiatives in music, design, and technology have positioned Aloft as a must-have living-social brand for Gen Y travelers. Aloft has reported consistently high guest satisfaction scores since launch, reflecting the success of its modern and vibrant design at an affordable price point. The brand s social guest experience, with the buzzing re:mix lounge and w xyz bar, has earned select hotels within the portfolio designations in TripAdvisor’s 2012 “Top 25 Trendiest Hotels in the US” rankings.
“With 55+ properties now open on four continents, the style at a steal brand also continues to make powerful gains in market share,” said Brian McGuinness, Senior Vice President for Specialty Select Brands for Starwood. “Because of Aloft’s fiercely loyal following, and its well-deserved halo around design and technology, Aloft properties have quickly grabbed market share wherever they’ve opened. Aloft’s been embraced wholeheartedly by the next generation of traveler and a broad range of travelers continue to discover the brand.”
Conversions, Adaptive-Reuse Projects to Enhance Aloft’s Global Growth
Conversions and adaptive-reuse projects will help Aloft meet demand from partners and developers to bring more properties online, according to Simon Turner, Starwood s President of Global Development. Adaptive reuse projects aren’t just an expedient way to bring more Aloft properties online quickly; they’re also a way to expand sustainably, and merge Aloft s urban aesthetic with historic structures in a way that appeals to guests, partners, and developers, he said. For the next generation of traveler, how we grow Aloft is just as important as where we grow Aloft. And we are just beginning to tap the brand s potential.
Aloft recently announced its first conversion project, Aloft San Francisco Airport; once a Clarion, it will undergo significant renovation before opening as an Aloft in fall of 2012. A new adaptive-reuse project, Aloft Detroit Downtown, is slated to open July 2014; it will transform part of Detroit s majestic David Whitney Building into a singular Aloft property. Aloft’s first adaptive-reuse project, Aloft Dallas Downtown, won acclaim and awards after its 2009 debut, including a special Green award from Preservation Dallas.
Aloft Expands Latin America Presence; China Footprint Grows
Nearly every corner of the globe will see new Aloft hotels opening in 2012-2013.
– China: Aloft’s portfolio will grow with the opening of Aloft Zhengzhou Zhengdong New District, Aloft Yancheng, Aloft Dalian.
– India: The brand s Indian presence will expand with new properties including Aloft Ahmedabad, Aloft Bengaluru Cessna Business Park, and Aloft Chandigarh Zirakpur.
– Malaysia: Aloft will debut in Malaysia when Aloft Kuala Lumpur Sentral opens its doors.
– Latin America: Aloft San Jose, the brand s first hotel in Costa Rica, opened in February. And Aloft Panama will debut in Panama City next year as Aloft s first Panama property.
– north America: U.S. properties set to open in 2012-2013 include Aloft Cupertino (CA); Aloft Miami-Brickell (FL); Aloft Doral (FL); Aloft Orlando (FL); Aloft Asheville (NC); Aloft Cleveland (OH); Aloft Oklahoma City (OK); and Aloft Tulsa (OK). Canada will see openings for Aloft Calgary University (AB) and Aloft Vaughan Mills (ON).
In 2011, the brand’s stylish new properties included Aloft Bangkok Sukhumvit 11 (Thailand), Aloft Bogota Airport (Colombia), Aloft London Excel (UK), and Aloft New York Brooklyn.
Vicky is the co-founder of TravelDailyNews Media Network where she is the Editor-in Chief. She is also responsible for the daily operation and the financial policy. She holds a Bachelor's degree in Tourism Business Administration from the Technical University of Athens and a Master in Business Administration (MBA) from the University of Wales. She has many years of both academic and industrial experience within the travel industry. She has written/edited numerous articles in various tourism magazines.
