aloft by Starwood

 - Jan 2, 2007
References: alofthotels & chicagotribune
Starwood Hotels & Resorts Worldwide has announced a new brand: "aloft - A Vision of W Hotels".  These exciting new hotels provide a cheaper alternative to boutique hotels.  Brian McGuinness, vice president of the new brand, says that they hope to attract "trend-setters and tech-savvy entrepreneurs, regardless of age".

You can expect to see aloft locations starting in Canada (Toronto, Ontario and Dorval, Quebec), and in the United States (Chantilly, Virginia).  The aggressive early growth phase includes plans for up to 500 hotels by 2012.  Smartly designed rooms will include wireless internet and 9’ ceilings, but aloft sets its self apart in the food department.  Called re:fuel, these restaurants will provide healthy food to go - something rarely seen in hotels today.  re:fuel will stay open 24 hours a day.

aloft promises to bring a new spin to the boutique hotel industry - but it will be up to travellers to decide if the hype is worthy when the first properties open in 2008.