[photopress:aloft.jpeg,full,alignright] In Asia Pacific, Starwood Hotels & Resorts’ aloft hotel has been announced for Beijing. (That is not ungrammatical. Think of the word aloft having a first capital letter which is understood rather than stated and you see it works.)
To appreciate these hotels you have to be fairly hip to the way advertising copywriters take an idea and then run it into the ground. Thus there is bar w xyz, re:charge fitness center and splash indoor swimming pool. And if I stayed there no doubt I would be ga.reth powell.
aloft Beijing will be part of an integrated mixed-use complex including offices, residential building and the recently signed Four Points by Sheraton Beijing, Haidian. The 200-room aloft Beijing will be located in Haidian district, a major information technology hub in Beijing with proximity to the Haidian government district, major universities and research institutes.
The hotel’s facilities will include 360 square-meters of meeting space, re:charge fitness center, splash indoor swimming pool and three restaurants all of which, of a certitude, will have daft names. As in re:fuel.
Miguel Ko, President of Starwood Hotels & Resorts, Asia Pacific, said, ‘We have worked closely with key developers and guests across Asia Pacific to customize our prototype and signature features specifically for this market, to create an efficient product that guests will love. We are excited to be introducing aloft to Asia Pacific and are looking forward to introducing more aloft hotels to other cities in the near future.’
The centerpiece of the loft room is the ultra-comfortable bed, and large stylish bathrooms with oversized walk-in showers and amenities created by, more spelling coming up, bliss spa. Each guest loft is also a combination high-tech office and entertainment center, featuring wireless internet access and plug & play, a one-stop connectivity solution for multiple electronic gadgetry such as PDAs, cell phones, MP3 players and laptops — all linked to a large flat panel HDTV ready television for optimal sound and viewing.
The first aloft hotels are targeted to open in 2008. Some travelers may feel they are not stylish enough or hip enough for such a hotel. Would, indeed, lower the tone of the place. One feels management will look askance at my gray woolen cardigan with the moth holes and the odd food stain. Not quite the image.
Source: Asia Travel Tips