A segment of the hotel industry recognized for its plain, dim lighting and affordable nature will receive a breath of fresh air from Starwood Hotels.

It’s new brand, aloft hotels, will target this segment but in a very different way: by focusing on the trend-savvy and self-sufficient travelers of today that seek the stylish surroundings of upper brands but at a more agreeable price.

“Today’s savvy, design-conscious consumers understand that great style can be both accessible and affordable,” said Brian McGuinness, Global Brand Leader for aloft hotels.  “Generation X and Y travelers who grew up with MTV, iPods and IKEA expect great design wherever they go, whether it’s Rogers, Arkansas or Rancho Cucamonga, California.”

The hotel will feature interesting and open spaces that encourage their use, as well as high-tech enabled guestrooms, loft-styled open spaces with high ceilings and over-sized windows and industrial design points for a crisp, contemporary feel.

Read more about this exciting brand launch here.

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