We recently spent a week in the new Aloft Hotel in Lexington, MA. This is one of a growing line-up of Starwood Hotel properties in the US that target hipster thirty-something business travelers whose budgets don't quite allow for the full "W Hotel" experience. The Lexington location is a recently renovated version of one of the multitudinous low-rise hotels that dot the exits of major highways in the US. But, the formerly bland eighties-style structure has been given a total makeover—capitalizing on artfully designed brand experience to attract the younger, urban, trend-savvy business traveller. "Style at a steal" is their tagline and they don't disappoint!
The first thing you see when you wind up the driveway to the hotel is the massive, colourfully striped, backlit overhang and an eight foot, 3-D version of the funky Aloft logotype. As soon as you get out of your car—you hear the electronic beat of the house music that gets pumped throughout the hotel 24/7. (I would have preferred mellow jazz but then I am no longer a hipster thirty-something.) So, right away, it signals a different kind of experience.
Described on their website as "a forward thinking alternative to the typical travel destination", they talk about things like loft-inspired design, free-flowing energy and a vibrant social scene. Sounds like a tall order for a mid-range hotel just off the Mass turnpike—but, I was impressed at how well they deliver on their promise of something intuitive, playful and different. The lobby area is more like the giant, free-flowing rec-room of some young Hollywood A-lister—complete with magenta pool table, designer chess boards, flat screen TVs, sleek lounge furniture (slung with tie-died decorator pillows) and the sexiest bar ever. At one end is an open kitchen where you can make your own Americano and grab a biscotti or trendy protein shake any time and just add it to your room tab. There is even a "re:stock" station where you can pick up anything you might have forgotten from toothbrushes to contraception. It feels more like visiting someone's very cool home than a hotel.
The formula really works—because no matter what time of day or night you enter the place, it's vibrating! Guests are playing pool, reading books, checking email—or just generally hanging out. At night, the music gets turned up, the martinis start flowing and people are playing team trivia and even speed dating. And, long after you leave the hotel, you can continue to sync up with the social scene online via Aloft facebook, Twitter or even their online billiards game.
From a business traveller's perspective, the Aloft concept is a refreshing alternative to the tired, predictable and very impersonal mid-budget hotel experience. From a brander's perspective, it is a great example of focussing narrowly on one customer group, getting to know them well and redefining the brand experience based on the needs and desires of that customer. It's gutsy and I think it really works.