Starwood launches new brand – aloft

Starwood Hotels & Resorts Worldwide and its successful W Hotels division formally launched their new brand – aloft hotels – in Asia Pacific today at the Hotel Investment Conference in Hong Kong.

Developers and members of the media saw the brand come to life for the first time at the custom-designed aloft experience room, set at the conference venue, with the aloft room offering a firsthand look at the unique and stylish spirit of the brand and experience its refreshing look and feel.

As a Vision of W Hotels, aloft is conceived by the same team that created W Hotels, widely regarded as one of the most successful new brands in decades and in the same way W Hotels broke through the clutter of conformity in the upper upscale hotel arena, aloft will raise the bar in the midscale category, offering urban-inspired, loft-like guest rooms, enhanced technology services, landscaped outdoor spaces for socializing day and night and an energetic lounge scene.  

Design visionary David Rockwell and the Rockwell Group, whose award-winning projects include the Kodak Theater, Nobu and the W Union Square, are collaborating on the brand’s design.  “We are building on our success and lessons learned from W and reinventing the category,” said Steven J. Heyer, Starwood’s Chief Executive Officer. “aloft will offer travelers a radical departure and a welcome, refreshing alternative to what’s currently out there. We intend to deliver great style, design and functionality, all at an affordable room rate, with a high comfort quotient.”

“Our customers are more sophisticated and they expect more than just a place to sleep. With aloft, we’re shaking things up and offering something fresh, inspiring and ultimately more fun,” said Ross Klein, President of W Hotels Worldwide. “We see aloft as an oasis at the end of the road, a place that’s comfortable, easy and effortless.”

Starwood says that aloft will revamp the same-old, same-old, polyester and concrete experience by bringing stylish accommodations and a social atmosphere to business and leisure travellers, with the aloft concept featuring loft-like guest rooms with generous nine-foot ceilings, oversized windows, a well designed workspace and bathrooms with spacious walk-in showers and amenities created by bliss® spa.

In addition to the guest room’s centerpiece — a signature, ultra-comfortable bed for which Starwood’s brands are well known – guests can get connected with plug & play, aloft’s signature one-stop connectivity solution for multiple electronic gadgets such as blackberries, mp3 players and laptops – all linked to a 32” flat panel television for optimal sound and viewing.

aloft’s public spaces are designed to draw guests from their rooms with a variety social offerings, including relax; an open lounge space ideal for a drink with friends and the backyard, an open-air area out back where guests can socialize and gather for light meals during the day or night.

aloft will also satisfy guest’s needs 24-hrs-a-day with re:fuel by aloft, a one-stop area offering sweet, savory and healthy food and beverage options to grab and go.

Guests can work out or de-stress at the recharge fitness center or splash, the indoor or outdoor pool. Each aloft hotel will also feature flexible meeting and function space and offer 100% wireless Internet access throughout the property.

“Our mission with aloft is to bring style, convenience and a social environment to an otherwise tired, lonely experience, all at a great price,” said Miguel Ko, President of Starwood Hotels & Resorts, Asia Pacific. “We have worked closely with key developers and guests across Asia Pacific to refine our prototype and signature features to create an efficient and profitable product which guests will love. We are excited to be introducing aloft to Asia Pacific and are already in advanced negotiations with numerous partners across the region.”

Results from surveys indicate a preference for hot food options and a full service restaurant in Asia Pacific. As a result, the North America prototype has been adapted for various Asian markets to incorporate a full service restaurant that will be leased to qualified third party operators, and re:fuel by aloft will offer enhanced food offerings including a range of hot food options.

Starwood hinted that construction is likely to commence within this year in several locations, including Sydney, Bangalore, Bangkok and Singapore.  

Starwood anticipates the first aloft hotels to open in 2008, with 500 properties worldwide expected by 2012. The company has received overwhelming interest from the hotel development community since announcing the new brand mid last year. 10 aloft hotels are already under development in North America and Starwood is processing applications from various projects as well.

Report by The Mole