aloft - A Vision of W Hotels
us headquarters: aloft hotels th 601 West 26 Street
New York, NY 10001
eame headquarters: aloft hotels
Starwood Divisional Office – EAME
Place Rogier 3
1210 Brussels, Belgium
development contact: Pablo Berben: Senior Director - Development
+32 2207 5210
Eame pr contact: Marco Ferrari: VP Director of External
+39 06 4880225
year founded: 2005
vice president, aloft: Brian McGuinness
design: Aliya Khan
director of marketing: Tracy Scarlato
director of operations: Josh Fluhr
philosophy: the new twist on travel: aloft is a reinvention of
the travel experience, a welcome relief from the boring and mundane. As a Vision of W Hotels, aloft
is a sassy * refreshing * oasis, offering intelligent
design, accessible technology, and a social atmosphere of comfort and convenience.
The DNA of W is apparent in everything we do. At aloft, the differences are in the details: we use natural materials and textures like cork and wood to create a refreshing alternative to the same-old, same-old polyester and concrete hotel experience. From loft-inspired, 2.77 meter / 9 foot high guest rooms, state-of-the-art technology, modern amenities, and signature beds, to sensory elements like our music, aroma and lighting programs, we create unique atmosphere and experiences that change from wake up call to last call.
locations: The first aloft hotels will open in Q1 2008 and will grow to 500 properties globally by 2012. With locations in cities, college towns, airports, resorts and proven market centers, from Santiago to Shanghai, Philadelphia to the Philippines, and Montreal to Manchester…aloft will be
Announced locations include:
; Arundel Mills, Maryland
; Beijing, China
; Chantilly, Virginia;
; Charleston Airport, South Carolina
; Cherry Creek, Colorado
; Lexington, Massachusetts
; Toronto, Ontario - Canada
; Montreal Airport, Quebec - Canada
; Rancho Cucamonga, California
; San Francisco Airport, California
; Tucson, Arizona
design: Designed by the world-renowned Rockwell Group, each aloft hotel features urban loft-like public spaces and guest rooms, with exposed ceilings, oversized windows and intelligent, stylish design. Natural materials like cork and wood are used throughout the property to enhance the
guest room features: 2.77 meter / 9 Foot Ceilings with oversized windows for more natural light; the signature aloft bed; a reorientation of the bed to face the windows instead of the walls; flat panel, 81 cm / 32” HDTV ready TVs in every room; bath amenities
by bliss spa?; an oversized shower; wireless internet access; VOIP phones; and plug & play –
our connectivity device that enables guests to plug in all their electronic equipment (cell phones, laptops, MP3 players, PDAs, etc.) into one unit to charge overnight, which is connected to the flat panel TV for optimal A/V playback.
SMsignature services: “anything/anytime” – Following W’s lead with
their signature whatever/whenever? service, SM aloft has created our anything/anytimeculture
aimed at delivering unattended services to our guests. We’re giving control back to our guests,
allowing them to drive their individual experiences. We created a property-specific data base of information to address the most frequently asked questions guests ask. Our anything/anytime service lets us anticipate our guests needs and make the information widely available at their fingertips.
food and beverage: aloft’s grab-and-go food and beverage concept, re:fuel by aloft, is breaking the mold on
traditional hotel F&B and redefining guest expectations. Our guests have told us they want fresh, fun and fulfilling options when they’re on the road, and re:fuel by aloft delivers. Our
innovative menu focused on a variety of sweet, savory and healthy options 24 hours a day, 7 days a week.
We know our guests like to socialize, and our bar, w xyz, follows the success of the W Hotels bars –
offering a unique destination bar for guests and
locals to unwind after a long day, socialize with friends, and make new ones.
SMlive life aloft: aloft isn’t just a hotel, it’s a way of life. We want our guests to enjoy the aloft lifestyle
anytime/anywhere whether it’s at one of our hotels, or in their own home. Everything we do has retail potential. Our guests can purchase products that reflect the aloft lifestyle on-site at
our aloha desk, online at our website, or through our retail partner channels.
meeting: each aloft hotel offers 650 Square Feet of meeting space.
atmosphere: At aloft, we’ve changed what used to be an
overnight apology into an indulgent overnight stay. We have a deliberate look and feel where sight, sound and smell are in sync, and embody our true personality.
Our competition offers a functional product, with an experience that is static and lonely. aloft
offers a unique experience and a clear alternative. Our focus is on creating atmosphere, with innovative, loft-inspired room design, energetic public spaces, and sensory elements like lighting, sound and smell. We specifically designed our public spaces to encourage more social interaction and energy. We’ve developed a full sensory
program incorporating aroma, music and lighting into the design of the hotel. After all, it’s what truly sets us apart and what a guest remembers about us…always keeping with our core values of
being a sassy * refreshing * oasis.
fitness/recreation: Each aloft hotel features a re:charge gym and
camp aloft: Happy kids make happy parents... camp aloft, our
kids program, lets kids have fun by providing them with their own unique aloft experience. At check-in, kids are greeted with their own camp aloft
overnight package, including a kids’ size air mattress. We added a few extra surprises so kids can create their own activity center while they’re in the room.
re:fuel by aloft will feature kid-friendly menu options, such as peanut butter and jelly sandwiches and healthy snacks. Activities targeted towards kids include online kids’ programming at the “in touch” entertainment area and special partner events and promotions.
arf pet program:We’re dog friendly at aloft… Our “animals R fun”
program gives a little special treatment to our four legged friends, including an “arf” kit with special aloft pet treats and amenities.
Starwood Benefits: aloft is a proud partner of the award-winning Starwood’s Preferred Guest Program, which
enables members to enjoy benefits across all Starwood brands: Sheraton Hotels & Resorts, Westin Hotels & Resorts, Element Hotels, Four Points by Sheraton, Le Méridien and St. Regis/Luxury Collection Hotels.
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