Aloft is Starwood’s second brand that they have created themselves (W is the only other brand created by Starwood, the rest were all purchased.) The first aloft will open later today in Montreal. It has been designated as a Category 3 award. With 500 Alofts planned for the next 5 years, there should be lots of new opportunities to use Starwood points (as if you needed more ways to use ’em!)
“Aloft; a vision of W Hotels
Announced on September 28, 2005, the aloft brand will serve as a ‘little sister’ brand to the ultra-chic W Hotel brand, similar to Sheraton and Four Points by Sheraton.
The concept for aloft is a build-only brand of mid-scale hotels, 3 to 5 stories in height located in urban areas with up to 500 properties scheduled for completion before 2012. Rooms will feature 10-12 feet high ceilings, emphasizing space and comfort with modern amenities and, like other Starwood brands, a trademarked bed (yet to be announced). Suites are likely to be of a typical loft style design.
Aloft’s focus is on encouraging guests out of their guest rooms to socialize in the Living Room (lobby) for a game of pool or to enjoy a dip in Splash (the pool). Another concept is a complimentary car wash, courtesy of the commissionaire department upon arrival.
Some of its first hotels will open in Chicago, ?stanbul, Minneapolis, Philadelphia, Portland and Charleston in mid 2008, and the first internationally will open in Beijing and Montreal. Starwood has announced plans to have 500 Aloft hotels by 2012; as of late 2007 more than 50 were in development.”