From the company that brought us branded, hip boutique hotels, Starwood (parent of the W), created Aloft
, what VP Brian McGuinness calls the W experience for the masses. Priced to compete against mid-level hotel chains such as the Hilton Garden Inn, a stay at the Aloft will set you back about $165.
What makes this hotel chain unique is their attention to detail - in both public and private spaces. From personal touches like showcasing local art to untraditional but interesting decisions - no business center but free Wi-Fi and electrical outlets built into the furniture - Aloft is going to change the way business people travel.
The first one just opened in Rancho Cucamonga (for its proximity to the Ontario airport), here's an excerpt from the Press Enterprise:
The 136-room, five-story aloft hotel features open spaces and new monikers for everyday lodging expectations -- an elevator is a "lift" and a fitness center is the "re:charge." Rooms resemble urban living, with unfinished plaster-like ceilings and concrete floors in the entrance. Guests are greeted with an "aloha" and not necessarily a human to check them in to their room, but two kiosks that can check them in, print their keys, let them choose which room they'll stay in and print airline boarding passes. To the left is a pool table next to a more regular table with electrical outlets to plug in laptops and surf the hotel's free wireless Internet.
That's right - FREE WI-FI! Do I hear field trip?