Aloft Hotels
Corporate brand
UnclaimedA modern, select-service hotel brand created by Starwood and now operated within Marriott International’s global portfolio.
Last updated August 26, 2026
Overview
Aloft Hotels is an international select-service hotel brand owned by Marriott International. It was conceived by Starwood Hotels & Resorts in the mid-2000s as a more contemporary and accessible counterpart to the company’s W Hotels brand. The name was initially explained as “A Vision of W Hotels,” reflecting the relationship between the two concepts while signaling a less formal, generally more affordable and operationally streamlined proposition. The first Aloft hotel opened in 2008 at Montréal–Pierre Elliott Trudeau International Airport in Canada. From its initial North American base, the brand expanded into city centers, airport districts and other urban locations across multiple continents. Aloft properties are commonly designed for both business and leisure travelers who value contemporary architecture, informal social environments and technology-enabled convenience. According to the cited Wikipedia reference, the chain had 233 hotels as of April 9, 2023. Aloft’s signature environment combines guest rooms with an open, highly visible public zone. Many hotels bring together the lobby, lounge, work areas, bar and event space rather than separating them into traditional hotel departments. Music, informal programming, communal seating and a youthful visual identity are recurring elements. The brand also uses distinctive names for familiar amenities; for example, its swimming pools are commonly branded “Splash.” These naming conventions and the consistent use of modern forms, bright colors and graphic signage help create a recognizable identity across independently owned or managed properties. The brand’s architecture and interiors were developed with the Rockwell Group and its founder, David Rockwell. Before the first physical hotel opened, Starwood used a virtual Aloft property in the online world Second Life to present the concept, gather visitor responses and test aspects of the proposed design. This was an early example of a hotel brand using an interactive digital environment as part of its pre-launch development and marketing. Aloft generally follows a select-service model rather than the extensive full-service format associated with large convention or luxury hotels. Individual properties may differ in room count, restaurants, bars, meeting facilities, ownership and operating arrangements. Some larger hotels nevertheless provide substantial event capacity; the Aloft Kuala Lumpur Sentral, for example, opened with 482 rooms and a ballroom designed to accommodate large functions. This variation allows the brand to operate in airports, central business districts and mixed-use urban developments while maintaining a common design and service framework. Marriott International completed its acquisition of Starwood Hotels & Resorts in 2016. Aloft consequently joined Marriott’s worldwide brand portfolio and became connected to Marriott’s reservation, distribution, loyalty and operating systems. It remains a distinct brand rather than being absorbed into another Marriott chain. Its continuing positioning is centered on modern design, social public spaces and relatively informal hospitality for travelers seeking a lifestyle-oriented hotel experience without the full-service structure of a luxury brand.
History
Aloft Hotels was conceived in 2005 by Starwood Hotels & Resorts as the company explored a contemporary hotel concept beyond its established Sheraton, Westin and W brands. The concept was associated with W Hotels and was initially described as “A Vision of W Hotels,” but it was intended to occupy a different position: less formal, more operationally streamlined and more accessible to a broader group of design-conscious travelers. Starwood worked with the Rockwell Group and architect David Rockwell on the brand’s physical identity. The proposed hotels emphasized modern architecture, open circulation and public areas designed to support informal interaction. Instead of treating the lobby as a purely transitional reception area, the concept made it a central social and working environment. Bars, lounges, communal seating, music and technology were integrated into the guest experience. Aloft also developed a vocabulary of proprietary names for basic facilities, including “Splash” for the pool. Before the first hotel opened, Starwood created a virtual Aloft property in Second Life. Visitors could move through a digital representation of the hotel and explore its design. Starwood used visitor activity and feedback to evaluate the concept and inform later development. The initiative helped generate advance attention while allowing the company to test elements of the proposed guest environment before committing them to physical properties. The first Aloft hotel opened in 2008 at Montréal–Pierre Elliott Trudeau International Airport. The airport location reflected a central development strategy: Aloft hotels could serve travelers near transportation hubs while also entering downtown districts and other high-density urban settings. The chain expanded first across North America and then internationally. By the early 2010s, Starwood had announced or developed properties in markets including Mexico, Thailand, Colombia and England, although the pace of expansion did not reach the company’s earlier ambition of 500 locations by 2012. International growth continued through large urban and airport-oriented properties. Aloft Kuala Lumpur Sentral opened in 2013 with 482 rooms and substantial event capacity, becoming the largest Aloft property identified in the cited reference at that time. Additional openings followed in cities including Cleveland, Riyadh and New York. In 2018, Aloft Mag Mile in Chicago demonstrated an updated interpretation of the design system, using modern art, contemporary detailing and extensive lobby glazing. Aloft became part of Marriott International when Marriott completed its acquisition of Starwood Hotels & Resorts in 2016. The transaction changed the brand’s corporate ownership but did not eliminate its separate identity. Aloft was incorporated into Marriott’s distribution, reservation, loyalty and operating infrastructure while continuing to be marketed as an individual lifestyle-oriented select-service brand. The chain’s properties continue to vary because hotels may be owned, franchised or managed by different parties. Room counts, meeting facilities, restaurant arrangements and local programming therefore differ from one location to another. The common thread is the brand’s modern architectural language, open social spaces, informal atmosphere and focus on travelers who prefer design and interaction over traditional full-service formality. The cited Wikipedia reference reported 233 hotels as of April 9, 2023, and listed operating locations across North America, Europe, Asia-Pacific, the Middle East and Latin America.
- 2023
Chain reported at 233 hotels
[1]The cited reference reported that Aloft had 233 hotels as of April 9, 2023.
- 2018
Chicago property updates the design template
[1]Aloft Mag Mile introduced a refreshed interpretation using modern art, contemporary design and large lobby windows.
- 2016
Aloft joins Marriott International
[1]Marriott’s acquisition of Starwood transferred Aloft into Marriott’s global hotel portfolio.
- 2013
Aloft Kuala Lumpur Sentral opens
[1]The 482-room Kuala Lumpur property became the largest Aloft hotel identified in the reference and added major ballroom capacity.
- 2008
First Aloft hotel opens in Montréal
[1]The first Aloft property opened at Montréal–Pierre Elliott Trudeau International Airport, beginning the brand’s physical operations.
- 2005
Aloft concept is conceived by Starwood
[1]Starwood Hotels & Resorts developed Aloft as a contemporary hotel concept related to, but positioned differently from, W Hotels.
Products and positioning
A contemporary, design-led select-service hotel brand for socially engaged, digitally oriented business and leisure travelers.
Hotel accommodation · 2008
Aloft Hotels properties
The core Aloft offering is contemporary hotel accommodation delivered through individually developed properties in urban, airport and mixed-use locations. Hotels generally combine standardized guest-room expectations with flexible local differences in room count, food and beverage, meeting facilities and ownership structure. The brand’s common physical language includes modern architecture, informal public areas and social spaces intended for both work and leisure.
Hospitality environment · 2008
Aloft public-space concept
Aloft’s public-space proposition centers on an open lobby that can incorporate reception, lounge seating, work areas, entertainment and bar service. Re:mix Lounge and W XYZ bar naming are associated with the brand’s social orientation, while music and informal gatherings reinforce the idea that the hotel is a place to meet as well as a place to sleep. The exact facilities vary by property.
Hotel amenity · 2008
Splash pools
Aloft uses “Splash” as a brand-specific name for its swimming-pool amenity. The feature is part of the chain’s broader practice of giving ordinary hotel facilities distinctive names and presenting them within a modern, playful design system. Not every property necessarily has identical pool facilities, so the availability and configuration of Splash areas depend on the individual hotel.
Meetings and events · 2008
Aloft meetings and events
Many Aloft hotels provide adaptable meeting, event and social gathering areas. The scale ranges from compact urban meeting rooms to substantial facilities at larger properties. Aloft Kuala Lumpur Sentral, for example, opened with a ballroom capable of hosting up to 1,000 people in a theater arrangement. This offering supplements the brand’s select-service model without converting every property into a conventional convention hotel.
Marketing campaigns
- 2007Second Life virtual hotel launch
International digital audience
Before the first physical property opened, Starwood presented a virtual Aloft hotel in Second Life. Users could explore a digital version of the concept, while Starwood observed participation and feedback to assess public response and refine aspects of later physical hotels.
Outcome. Generated advance interest and supplied user-response data for design development.
Brand decisions
2016
Transfer Aloft to Marriott InternationalM&ABackground
Marriott International acquired Starwood Hotels & Resorts, whose portfolio included Aloft.
Action taken
Aloft became a Marriott brand and was connected to Marriott’s distribution, reservation, loyalty and operating systems.
Aftermath
Aloft continued to operate as a distinct lifestyle-oriented select-service brand within Marriott’s global portfolio.
2008
Open the first Aloft hotel at a major airportProduct launchBackground
The new brand needed a physical prototype that could demonstrate its design-led, urban and travel-oriented positioning.
Action taken
Starwood opened the first Aloft property at Montréal–Pierre Elliott Trudeau International Airport.
Aftermath
The airport opening established the initial operating model and provided a base for expansion across North America and international markets.
2005
Develop a contemporary companion to W HotelsStrategyBackground
Starwood already operated established brands including Sheraton, Westin and W Hotels, but sought a concept aimed at the growing market for contemporary, less formal hotels.
Action taken
The company created Aloft as a more accessible select-service concept with modern design, social public areas and a distinct operating model.
Aftermath
The concept became a separate international brand and opened its first hotel in 2008.
Recent events
- 2023
Aloft announces a planned property near Fort Lauderdale–Hollywood International Airport[1]
Product launch
The brand announced plans for a new hotel near the airport and Port Everglades, extending its airport-oriented development strategy.
- 2018
Aloft Mag Mile updates the brand template in Chicago[1]
Product generation · Product launch
The Chicago property introduced a revised design approach featuring modern art, stronger contemporary detailing and floor-to-ceiling windows in the lobby.
- 2016
Aloft enters the Saudi Arabian market[1]
Product launch
Aloft opened a hotel near central Riyadh, marking the brand’s entry into Saudi Arabia.
- 2016
Aloft becomes part of Marriott International[1]
M&A
Marriott completed its acquisition of Starwood Hotels & Resorts, bringing Aloft into Marriott’s international brand portfolio.
- 2016
Aloft Long Island City–Manhattan View opens[1]
Product launch
The New York City property opened in December as part of Aloft’s continuing expansion in major metropolitan markets.
- 2013
Aloft Kuala Lumpur Sentral opens as the brand’s largest hotel[1]
Product launch · Other
A 482-room Aloft property opened in Kuala Lumpur, Malaysia, with a ballroom capable of hosting large events and theater-style functions.
- 2008
Aloft Hotels opens its first property at Montréal–Pierre Elliott Trudeau International Airport[1]
Other · Product launch
The first Aloft hotel began operating in Montréal, establishing the new Starwood brand in the North American airport and urban lodging market.
Sources2 sources
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