Aloft New York Brooklyn

Aloft, the design-led brand from Starwood Hotels and Resorts, has unveiled a burgeoning global pipeline expected to bring the brand to 70 hotels around the world in 2013.

“With 55-plus properties now open on four continents, the ‘style at a steal’ brand also continues to make powerful gains in market share,” said Starwood’s Senior Vice President for Specialty Select Brands, Brian McGuinness. “Because of Aloft’s fiercely loyal following, and its well-deserved halo around design and technology, Aloft properties have quickly grabbed market share wherever they’ve opened.

“Aloft’s been embraced wholeheartedly by the next generation of traveler and a broad range of travelers continue to discover the brand,” he said.

Aloft has reported consistently high guest satisfaction scores since launch, reflecting the success of its modern and vibrant design at an affordable price point.

Conversions and adaptive-reuse projects will help Aloft meet demand from partners and developers to bring more properties online, according to Starwood’s President of Global Development, Simon Turner.

“Adaptive reuse projects aren’t just an expedient way to bring more Aloft properties online quickly; they’re also a way to expand sustainably, and merge Aloft’s urban aesthetic with historic structures in a way that appeals to guests, partners, and developers,” he said.

“For the next generation of traveler, how we grow Aloft is just as important as where we grow Aloft.  And we are just beginning to tap the brand’s potential.”

Aloft recently announced its first conversion project – Aloft San Francisco Airport. Once a Clarion, it will undergo significant renovation before opening as an Aloft in the northen Autumn of 2012. 

Here’s a summary of new Aloft properties opening in 2012-13:

Aloft’s portfolio will grow with the opening of Aloft Zhengzhou Zhengdong New District, Aloft Yancheng, Aloft Dalian. 
The brand’s Indian presence will expand with new properties including Aloft Ahmedabad, Aloft Bengaluru Cessna Business Park, and Aloft Chandigarh Zirakpur.  
Aloft will debut in Malaysia when Aloft Kuala Lumpur Sentral opens its doors.
Latin America
Aloft San Jose, the brand’s first hotel in Costa Rica, opened in February. And Aloft Panama will debut in Panama City next year as Aloft’s first Panama property.  
North America
U.S. properties set to open in 2012-2013 include Aloft Cupertino (CA); Aloft Miami-Brickell (FL); Aloft Doral (FL); Aloft Orlando (FL); Aloft Asheville (NC); Aloft Cleveland (OH); Aloft Oklahoma City (OK); and Aloft Tulsa (OK).  Canada will see openings for Aloft Calgary University (AB) and Aloft Vaughan Mills (ON).
In 2011, the brand’s stylish new properties included Aloft Bangkok Sukhumvit 11 (Thailand), Aloft Bogota Airport (Colombia), Aloft London Excel (UK), and Aloft New York Brooklyn.

James Wilkinson

Editor-In-Chief, Hotel Management

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