Following a successful brand conversion,
Starwood Hotels & Resorts Worldwide Inc.
) recently unveiled its first Aloft branded (mid-scale, unique,
contemporary lifestyle hotel brand for modern travelers) property
- Aloft Tucson University - in Tucson, Ariz. The rebranded
property, which was earlier under the Four Points by the Sheraton
brand, was re-opened after an extensive refurbishment.
Ideally situated near downtown Tucson, Aloft Tucson University
is next to the University of Arizona campus and in close
proximity to Tucson International Airport (TUS). It features 154
guest rooms along with various other amenities like an outdoor
pool, a bar, a fitness center and a meeting place measuring 1,723
square feet. The Aloft Tucson University, which is easily
accessible from various corporate hubs and social centers, will
likely create a strong guest base, going ahead.
Starwood set a trend in hotel designs with Aloft, which spread
its operations globally with 62 hotels opened since its launch in
Jun 2008. In its 5-year long journey, Aloft has gained from its
affordable pricing in the mid-market hotel category and guest
satisfaction scores, reflecting the brand's strength and growing
Aloft continues to be a star performer. In the fourth quarter
of 2012, RevPAR (Revenue per Available Room) growth in Aloft was
9.6% in constant dollars, the highest among all the other
Starwood hotel brands.
In order to further extend Aloft's coverage, Starwood is also
considering rebranding its existing properties operating in
dynamic markets. Earlier Starwood had completed conversion of 2
properties into the Aloft brand in San Francisco Airport and
Nashville. Meanwhile, there are several other properties lined up
for conversion into the Aloft brand in Calgary and Atlanta.
Several other hoteliers including
Intercontinental Hotels Group plc
Hyatt Hotels Corporation
) have introduced similar contemporary boutique style brand
concepts like Aloft. These brands are Hotel Indigo and Hyatt
Place by Intercontinental Hotels and Hyatt, respectively.
Starwood currently carries a Zacks Rank #3 (Hold). Another
hotel stock worth looking into is
Choice Hotels International Inc.
) , which carries a Zacks Rank #2 (Buy).
CHOICE HTL INTL (CHH): Free Stock Analysis
HYATT HOTELS CP (H): Free Stock Analysis
STARWOOD HOTELS (HOT): Free Stock Analysis
INTERCONTL HTLS (IHG): Free Stock Analysis
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