FEATURE ARTICLE, SEPTEMBER 2008

STARWOOD ROLLS OUT A HIP HOTEL FOR BUDGET SAVVY TRAVELERS

Starwood is aggressively developing its aloft hotel brand, which is a moderately priced hotel for modern travelers.

Starwood Hotels and Resorts Worldwide is shaking up the mid-scale segment of the hospitality marketplace with its hip aloft hotel brand. With open, functional spaces and an engaging social atmosphere, the highly stylized, moderately priced hotel is reinventing what it means to be a traveler of today and tomorrow.

“One of the big things that Starwood has been lacking has been a brand and product that can compete for travelers with a younger mindset in the mid-scale segment of the marketplace,” explains Nick Lakas, director of operations for aloft and element hotels. “We really target the Gen X and the Gen Y travelers out there, and we are really trying to create and deliver a guest experience that suits their needs.”

Although the concept of a chic, affordable hotel is clearly in-line with the current economy, Starwood’s vision for aloft emerged long before the market began to stumble.  The meticulous design process for aloft began in 2005, and by this July, six hotels had been opened throughout the United States, with another two scheduled to open in the month of August. In the Midwest alone, 14 aloft hotels are planned, are currently underway, or are already operating.

“Our goal is to have 500 hotels either open or signed in the next 5 years,” Lakas says. “We have been really aggressive.”

An obvious reason for Starwood’s rapid rollout of the brand has been a mix of perfect timing and positive customer responses. Not only is aloft a haven for modern travelers, the facility has also become a favorite hang-out for the local community. The centerpiece of the re:mix lobby is aloft’s w xyz bar, which features specialty cocktails and programming to foster travelers’ and locals’ desire for social interaction.

“If the guests want to relax, great; if they want to get some work done, that’s fine too; sit down and catch up with some friends, you can do that also,” Lakas says. “[The hotel] has spaces that allow them be defined by the customer, not us defining what they need to be.”

As many people continue tightening their budgets, aloft is becoming even more appealing. One of the elements separating aloft from its competition in the select service market is its technologically advanced amenities. Aloft’s target traveler has grown up around technology, according to Lakas; therefore, many of the hotel’s features are designed with that in mind. From wired-in wireless Internet access to the utilization of kiosk technology, aloft is breaking free from the outdated stigma that is often associated with traditional affordable hospitality concepts.

“This is the time where people are going to start to experiment and start to look to this segment, because they can’t travel and stay at the higher priced hotels; therefore, we’re going to get a lot of trial and if we can deliver great experiences — as we’ve defined and created — we think we’re going to be able to capture a whole new generation of customers,” Lakas explains. “If the economy turns around, they won’t necessarily want to go back to the upscale product because aloft really fits their unique needs and personality.”

— Ashley Ball

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