“Traditional hotels can feel like they’re all about boundaries. Aloft has opened up the
hotel experience, and guests consistently tell us how much they appreciate it.
From the point of view of design, it means we’ve created these flowing environments
where it feels natural to hang out and socialize.”
—Brian McGuinness, Senior Vice President, Aloft Hotels, Starwood Hotels & Resorts Worldwide
FOR A GENERATION
THAT’S ALWAYS ON
Aloft feels purpose-built for a generation that’s
always on. It’s all about social space here: There’s
the brilliant re:mix lounge, a color-splashed
24-hour living room that morphs from mellow
workspace by day to hip hangout by night.
Aloft’s w xyzSM bar helps banish remembrances
of hotel bars past with an ultrasmart atmosphere
and curated approach to music and drinks.
As signature cocktails flow, emerging talent
frequently heats up the w xyz bar stage with
live music.
WHAT’S NEW &
WHAT’S NEXT
For its far-flung fans, Aloft has become more
than a hotel; it’s part of their pop-culture radar.
With its high-profile Project Aloft Star talent
competition, Aloft became the first hotel brand
to help “break” a new musical artist. And then
with the 50 Days of Music festival, Aloft recently
brought 50 hot ne w talents to 50 hotels around
the world to celebrate the brand’s 50th hotel
opening. The high-octane Live at Aloft Hotels
series allows guests and music fans alike to
share their passion for live concerts at w xyz
bars throughout the year. This is a hotel with
a fan’s love of music in its DNA.
