From the pictures I have seen, most of the rooms look kind of plain....but the open areas, lobby, food  service areas, fitness center and such look pretty cool and hip. And that's the idea.

For the traveler open to possibilities, ALOFT is a fresh, fun, forward-thinking alternative. Breeze into a hotel that offers more than a comfy bed and a friendly smile, and enjoy a whole new travel experience. Energy flows and personalities mingle in a setting that combines urban-influenced design, accessible technology, and a social scene that’s always abuzz.

Energizing public spaces draw you from your room to socialize, or just enjoy the hum of activity as you do your own thing. Sip a drink, read the paper, or work on your laptop in the re:mix(SM) lobby or w xyz(SM) bar, where lighting and music change throughout the day to set the perfect mood. The hotel’s open flow of features and help-yourself services inspire you to step outside the one-size-fits-all travel routine. Customize your stay and celebrate your style in a place where anything can happen.

So far there about 20 hotels open with another 70! scheduled over the next 3 years. Allegedly, they want to provide the equivalent of a $350 a night hotel for about half price. Bring the comforts of luxury hotels to those who enjoy "suites" but who could otherwise only afford a standard room.



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