Aloft Hotel Case Study
1.1 Problem Analysis
Aloft Hotels was launched by Starwood in 2005. The Aloft brand is for the new Generation of travellers because of its “Urban” design, technology and innovative guest experience. It truly is unique.
At present most new Generation / Young business travellers do not have a Hotel that is affordable to them and directly addresses their needs and wants especially in the East African Community. It is a Gap in the Market so to speak.
The East African Community is a regional intergovernmental Organisation, similar to SADC, which consists of Kenya, Rwanda, Tanzania, Burundi and Uganda. These counties are all still developing, hence within some of them, it will not be viable to open a new Aloft hotel because the Market will not have
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3.1 What is the Aloft Hotel?
The Aloft Hotel is part of Starwood Hotels & Resorts. Starwood Hotels and Resorts consists of 9 brands with over 1,100 hotels in 100 countries. Starwood’s long history across the Globe has established its presence and reputation as the leading hotel group in the world, if not, one of the leading hotel groups.
Aloft Hotels was launched by Starwood in 2005 as a mid-scale brand, upper 3 star to be more precise. The Aloft brand is for the new Generation of travellers because of its “Urban” design, technology and innovative guest experience. The “Vibrant Social Scene” also one of the brands’ unique selling points. With constant WIFI connectivity, a unique social media approach, Aloft is connected with their guests all year round.
Aloft Hotels has 8 key concepts that contribute to its “Stay & Play “ tagline.
1. WXYZ Bar – where signature cocktails, delicious food and live music is the norm. This is the place to be. It generates revenue by attracting both guests and locals.
2. Re:mix Lounge – has plenty of seating space, fast and free WIFI and some music to contribute to the vibes
3. Backyard – consists of an outside lounge with mood lighting, and an indoor/outdoor
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