This document discusses how the Aloft hotel brand differs from larger hotel chains. It focuses on Aloft's modern architecture and design, their emphasis on creating a social atmosphere in the hotel lobby, and their efforts towards environmental friendliness, such as using natural materials and allowing guests to reuse towels. The brand aims to bring an urban, tech-forward experience to customers at an affordable price.

1. What makes this hotel group different
from «big brands» ?
Haddad Jessica Google +
Rigal Julia
Google +
Steverlynck Laure Google +
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2. As
we
can
see
on
Youtube,
Aloft
Hotels
offer
a
modern
architecture
design
style.
The
brand
is
famous
all
around
the
world
for
its
fresh
and
contemporary
look.
— It
encourages
a
social
atmosphere
like
no
one
else
did
before.
Its
purpose:
to
gather
and
meet
people
in
the
hotel.
— https://www.youtube.com/playlist?
list=PLJk9liO7ov7jUYfJUYK2JI072KPyzyLqM
—
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3. Environmental
impact:
The
Aloft
Hotel
in
Milwaukee
Downtown
— The
engineers
used
natural
wood
treatments
and
materials.
— Guests
rooms
have
soap
dispensers
instead
of
bottles
and
there
is
the
option
of
keeping
the
towels
multiple
times.
— Parking
slots
are
set
up
for
hybrid
vehicles.
—
http://www.starwoodhotels.com/alofthotels
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4. The youngest brands has rocketed
around the world
The
ALOFT
hotel
in
London
Excel
—
—
—
—
Aloft
has
redeJined
the
segment
infusing
urban-­‐inspired,
tech-­‐forward
sensibility,
modern
design
and
an
energetic,
social
guest
experience
at
an
affordable
price
point.
Urban
cool
in
unexpected
places.
They
said
”we
are
more
like
citizens
of
the
Internet
than
citizens
of
a
country”
http://www.aloftlondonexcel.com/
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