6 Responses

  1. HansGolden
    HansGolden at |

    Sounds like an Aloft-clone. I love Aloft!

  2. Jon
    Jon at |

    A Marriott version of the Aloft brand?

  3. RestlessLocationSyndrome
    RestlessLocationSyndrome at |

    Marriott should do well with this new brand. As all the hotel chains rotate into younger more modern designed hotels, they will attract the growing wealth of Gen Y / Millennials but also some of the older generations who enjoy more modern design.

    Even when you look at remodeled Courtyard / Springhill Suite hotels, they definitely utilize more modern designs as opposed to the traditional designs that we used to see.

    What I’ll be interested to see is what will happen when modern design becomes completely ubiquitous.

  4. Copa
    Copa at |
  5. Steven
    Steven at |

    HansGolden and Jon beat me to it. It really looks like Marriott does Aloft. I don’t really see that as a bad thing, though. A well located hotel in that class that’s part of Marriott rewards in a major European city wouldn’t be bad at all. While I love the modern modern full-service luxury brands as much as anyone else, I also don’t need all that stuff every trip. If we’re headed to Europe for a quick trip with a full itinerary, a well designed, comfortable, well located, affordable (whether paying in local currency or points) hotel that offers the basics done very well would be right up our alley. I wouldn’t mind seeing some of these in the US as well.

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