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Up in the Air

Up in the Air

Airport hotels aren’t generally recognized for good design. In the past, they’ve been viewed as a you-get-what-you-get last resort. However, today’s guests are demanding innovative, clean, and functional design in all hotels, including ones linked to major travel hubs. “We noticed, as a company, that there had been a democratization of design across many product categories,” says Paige Francis, vice president of global marketing for Aloft. “That was the notion of how Aloft came to be. It’s meant to be style at a steal. Just because you want to pay a mid-market rate doesn’t mean you don’t want good design.” Starwood’s mid-market Aloft brand has found its share of success in the airport market. The brand currently has 11 airport locations in the United States and has helped to redefine the category for travelers. “Aloft was really born because Starwood saw an opportunity in the mid-segment, mid-category in terms of an opportunity to bring more of an experience and a better option from a design point of view,” Francis says. “Because it broke down the category, it further breaks down the expectation of what a typical hotel at the airport should be.” In September, Aloft opened a property at San ...

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