Aloft Eyes Conversions for New HotelsSep 7, 2012
Starwood Hotels & Resorts is targeting conversions as a growth channel for its Aloft brand. Converted properties in San Francisco and Nashville illustrate the trend. Aloft San Francisco Airport—the chain’s first in the Bay Area—underwent 14 months of extensive renovations resulting in 253 loft-like guestrooms, a 5,100-square-foot lobby designed for socializing, signature w xyz bar, a grab-n-go pantry, meeting rooms, and a pool. Meanwhile, Aloft Nashville West End debuts in the former Hotel Indigo Nashville Music Row; the property is an adaptive reuse of an office building.