aloft by Starwood
Jacob Courtade — January 2, 2007 — World
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.
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.
Trend Themes
1. Cheaper Alternative Boutique Hotels - Disruptive innovation opportunity: Develop budget boutique hotels that offer unique experiences and amenities at lower prices.
2. Tech-savvy Hotel Experience - Disruptive innovation opportunity: Integrate cutting-edge technology into hotel experiences to attract trend-setters and tech-savvy travelers.
3. 24-hour Healthy Food to Go - Disruptive innovation opportunity: Create 24-hour food service options in hotels that focus on providing healthy and convenient meals.
Industry Implications
1. Hospitality - Disruptive innovation opportunity: Develop new hotel concepts that cater to changing consumer preferences for unique experiences and budget-friendly options.
2. Technology - Disruptive innovation opportunity: Enhance hotel experiences through the integration of advanced technologies such as smart room features and personalized services.
3. Food Services - Disruptive innovation opportunity: Innovate the hotel food industry by offering 24-hour healthy food options that cater to the needs of modern travelers.
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