Recession? What recession?

Contrary to the strategy of virtually every competitor in their industry, Starwood’s aggressive expansion of the aloft “lifestyle” brand flies in the face of the current economic meltdown. With such an ambitious growth strategy amidst the current fragile credit markets, it appears Starwood is going All-In on the aloft brand.

Is there something they know that we don’t? According to their website, there are 19 aLoft properties currently open, primarily in the U.S. Over the next three years, they plan on opening 73 additional properties, 13 of which will be located outside the U.S. Curiously enough, of these 92 current or proposed projects, only one will be in Europe (see list below).

While traditional upscale chains such as Four Seasons, Ritz-Carlton and Hyatt are refining their signature properties to cater to the upscale crowd, aloft is taking a decidedly different approach. With loft-like urban design, tech-savvy amenities, a social atmosphere and trendy launch parties, complete with fashion shows and DJ’s, aloft marketers are actively courting the younger, hipper Gen X & Y business travelers. aloft also chose to launch their brand in Second Life, an online virtual 3D ‘world’ that caters to younger, tech-savvy professionals, which allows users to navigate the spatial environment online using an avatar. See the video belowClearly aloft is a long-term bet, one that Starwood has made, and won, on a number of occasions in the past. Think back to when The W Hotel chain was launched ten years ago. No one had ever heard of it and it was a huge departure from their traditional Sheraton and Westin-type properties. But they pulled it off and revolutionized the ‘urban’ trend in hotel design. The chips are still on the table on that bet, but the odds of it paying off look pretty good at the moment. Given the W Hotels success, their marketers and designers are not resting on their laurels, but rather continually updating and reinventing each property to remain edgy.

If history serves as our guide, Starwood’s aloft bet will win big.

Description from an aLoft Press Release:
“Guest rooms feature the brand's signature nine-foot ceilings, oversized windows and the ultra-comfortable bed, as well as oversized walk-in showers and amenities created by Bliss Spa. Each aLoft room is also a combination of high-tech office and entertainment center equipped with wireless internet access and a one-stop connectivity solution for multiple electronic gadgetry all linked to a 42" flat-panel, HDTV-ready television.

aLoft offers atmospheric public spaces where guests can mix and mingle, read the paper, work on laptops, play a game of pool or grab a drink with friends at the re:mix communal lobby area and w xyz bar. The re:charge fitness center and splash pool give travelers options to de-stress and re-energize, while re:fuel by aloft offers sweet, savory and healthy food, snacks and beverages to grab & go, 24-hours a day. Aloft is also committed to the environment and launched a see green program, which promotes ecologically friendly practices, products and services both inside and outside the hotel.”

CURRENTLY OPEN
United States
Arkansas
Rogers - aloft Rogers-Bentonville
California
Rancho Cucamonga - aloft Ontario-Rancho Cucamonga
Colorado
Aurora - aloft Denver International Airport
Illinois
Rosemont - aloft Chicago O'Hare
Massachusetts
Lexington - aloft Lexington
Minnesota
Minneapolis - aloft Minneapolis
North Carolina
Charlotte - aloft Charlotte Uptown at the EpiCentre
Oregon
Portland - aloft Portland Airport at Cascade Station
Pennsylvania
Philadelphia - aloft Philadelphia Airport
South Carolina
North Charleston - aloft Charleston Airport & Convention Center
Tennessee
Franklin - aloft Nashville-Cool Springs
Texas
Frisco - aloft Frisco
Irving - aloft Las Colinas
Plano - aloft Plano
Virginia
Ashburn - aloft Dulles North
Chesapeake - aloft Chesapeake
Glen Allen - aloft Richmond West

Canada
Montreal - aloft Montreal Airport

Asia Pacific
China
Beijing - aloft Beijing, Haidian

FUTURE OPENINGS
United States
Alabama
Homewood - aloft Birmingham Soho Square - Opening April 2, 2009
Arizona
Chandler - aloft Chandler - Opening December 1, 2009
Glendale - aloft Glendale - Opening April 15, 2010
Phoenix - aloft Phoenix-Airport - Opening September 24, 2009
Tempe - aloft Tempe - Opening March 26, 2009
California
El Segundo - aloft El Segundo - Opening June 1, 2010
Colorado
Broomfield - aloft Denver, Arista Northwest - Opening May 1, 2009
Glendale - aloft Cherry Creek - Opening March 1, 2010
Delaware
Wilmington - aloft Wilmington - Opening February 1, 2010
Florida
Aventura - aloft Aventura - Opening March 1, 2010
Bay Harbor - aloft Bay Harbor - Opening June 1, 2010
Jacksonville - aloft Jacksonville Airport - Opening June 1, 2009
Orlando - aloft Orlando International Airport - Opening December 31, 2011
Orlando - aloft Orlando/Convention Center - Opening June 30, 2010
Tallahassee - aloft Tallahassee Downtown - Opening August 27, 2009
West Palm Beach - aloft West Palm Beach - Opening February, 2010
Georgia
Alpharetta - aloft Alpharetta - Opening August 1, 2010
Atlanta - aloft Atlanta Airport/Millennium Center - Opening May 1, 2011
Atlanta - aloft Atlanta Buckhead - Opening June 1, 2010
Savannah - aloft Savannah - Opening January 4, 2010
Illinois
Bolingbrook - aloft Bolingbrook - Opening June 25, 2009
Chicago - aloft Chicago City Center - Opening January 1, 2011
Chicago - aloft Chicago Millennium Park - Opening September 1, 2011
Lincolnshire - aloft Lincolnshire - Opening March 1, 2010
Oakbrook - aloft Oakbrook - Opening December 1, 2009
Indiana
Indianapolis - aloft Indianapolis Woodfield Crossing - Opening Dec. 31, 2011
Plainfield - aloft Plainfield Metropolis - Opening December 31, 2011
Kansas
Leawood - aloft Leawood - Opening April 1, 2009
Maryland
Baltimore - aloft Baltimore Fell's Point - Opening December 31, 2009
Hanover - aloft Arundel Mills - Opening April 30, 2009
Linthicum - aloft BWI Airport - Opening July 2, 2009
National Harbor - aloft Washington National Harbor - Opening March 5, 2009
Minnesota
Minneapolis - aloft Edina - Opening January 1, 2010
Nevada
Las Vegas - aloft Las Vegas - Opening January 1, 2011
New Jersey
Mount Laurel - aloft Mount Laurel - Opening September 1, 2009
Woodbridge - aloft Woodbridge - Opening March 2, 2010
New York
aloft Brooklyn/Downtown - Opening March 1, 2010
Buffalo - aloft Buffalo Airport - Opening January 15, 2010
Long Island City - aloft NYC - By the Bridge - Opening December 31, 2010
New York - aloft Harlem - Opening June 1, 2010
North Carolina
Asheville - aloft Asheville Downtown - Opening April 1, 2010
Chapel Hill - aloft Chapel Hill - Opening March 1, 2010
Charlotte - aloft Charlotte Ballantyne - Opening January 1, 2010
Raleigh - aloft Raleigh-Durham Airport Brier Creek - Opening March 1, 2010
Oklahoma
Tulsa - aloft Tulsa - Opening February 15, 2010
Pennsylvania
Harrisburg - aloft Harrisburg - Opening March 1, 2010
Philadelphia - aloft Philadelphia Gateway - Opening July 1, 2011
Rhode Island
Providence - aloft Providence - Opening February 1, 2010
South Carolina
Greenville - aloft Greenville Airport - Opening February 1, 2010
Texas
Austin - aloft Austin at the Domain - Opening November 3, 2009
Dallas - aloft Dallas Downtown - Opening July 1, 2009
Houston - aloft Houston - Opening May 1, 2009
San Antonio - aloft San Antonio Airport - Opening March 5, 2009
San Antonio - aloft San Antonio Downtown - Opening December 1, 2009
San Antonio - aloft San Antonio Northwest - Opening May 1, 2010
Virginia
Chantilly - aloft Dulles South - Opening June 1, 2009
Winchester - aloft Winchester - Opening April 1, 2010
Wisconsin
Green Bay - aloft Green Bay - Opening March 26, 2009
Madison - aloft Madison - Opening June 1, 2010
Milwaukee - aloft Milwaukee Downtown - Opening December 1, 2009

Canada
Toronto - aloft Toronto Downtown - Opening December 1, 2009
Vaughan - aloft Vaughan Mills - Opening October 31, 2009
Laval - aloft Laval - Opening March 1, 2010

Europe
Belgium
Brussels - aloft Brussels Schuman - Opening September 1, 2010

Middle East
Abu Dhabi - aloft Abu Dhabi - Opening September 1, 2009

Asia Pacific
China
Foshan - aloft Nanhai-Foshan - Opening January 1, 2011
India
Ahmedabad - aloft Ahmedabad, SG Road - Opening April 1, 2010
Bangalore - aloft Bangalore, Whitefield - Opening April 1, 2010
Chennai - aloft Chennai, OMR-Sholinganallur - Opening January 1, 2010
Coimbatore - aloft Coimbatore Singanallur - Opening December 1, 2010
Thailand
Bangkok - aloft Bangkok-Sukhumvit 11 - Opening January 1, 2010
Bangkok - aloft Bangkok-Sukhumvit 26 - Opening January 1, 2011
Bangkok - aloft Silom - Opening March 1, 2010