Aloft Madrid Gran Via opens in Spain

July 11, 2019

Aloft Madrid Gran Vía
Aloft Madrid Gran Vía (Rendering courtesy of Marriott International)

The following is a press release from Marriott International:

Aloft Hotels, Marriott International’s hotel brand for music fans and tech-savvy travellers, brings a new beat to Spain this month with the opening of Aloft Madrid Gran Vía. Located in the vibrant heart of the capital, the new hotel is a stone’s throw from hotspots including the iconic Plaza de España, the hip neighborhood of Malasaña and Chueca overflowing with restaurants and bars, and the shopping district of Gran Via. Designed by world-class architecture firm the Rockwell Group, the property’s tech-forward, future-proofed design is aimed at the next generation of travelers, juxtaposed against the rich history of Gran Vía.

Madrid is a city of contrasts, where modern boulevards open onto ancient Egyptian temples and bustling flea markets border grand palaces and architectural icons dating back to the ninth century. Legendary nightlife and iconic national dishes come as standard from the cosmopolitan city of welcoming madrileños, but the Spanish capital is also home to a few surprises, including secret gardens, incredible art galleries, stunning parks and lakes, as well as the oldest restaurant in the world. With its enviable central location, Aloft Madrid Gran Vía provides the perfect jumping-off point for the next-gen traveller to discover Spain’s historic capital through a modern lens, starting with spectacular panoramic views of some of the city’s most iconic buildings from its rooftop Splash pool and signature cocktails at the W XYZ® bar.

Aloft Madrid Gran Vía
Aloft Madrid Gran Vía (Rendering courtesy of Marriott International)

“Madrid has long topped destination wish-lists for travelers in Europe, thanks to its spirited culture. Aloft Hotels is set to put its own unique spin on the capital’s social scene with live music programming, the hottest emerging artists, and great signature cocktails”, said John Licence, Vice President Premium and Select Brands, Europe at Marriott International.

Staying true to its roots as an innovative incubator brand, Aloft Hotels, in partnership with the Rockwell Group, developed a cohesive design strategy for Aloft Madrid Gran Via that draws on the sense of humor and the vivid color story the brand is known for. In a nod to the brand’s focus on tech and bold use of color, the property’s free-flowing design embraces theglitch” design trend to aestheticize digital or analog errors, materializing in design details from distorted city art throughout the public spaces and guestrooms. The always-on, buzzing communal areas reflect the eclectic spirit of the city and respond to the needs of the modern traveller, allowing guests to seamlessly transition between work and play.

“Rockwell Group’s design concept celebrates Madrid’s vibrancy and energy,” said Elisa Rodriguez, Studio Leader, Rockwell Group Madrid. “We were inspired by the idea of seeing the city and its people through a kaleidoscope, rendering the resulting images as pixelated, blended, and multifaceted, to create dynamic moments throughout the hotel.”

Each of its 139 spacious guestrooms feature Aloft’s ultra-comfortable beds in the brand’s signature artful, clutter-free and innovative loft layout, 49-inch televisions with Plug & Play connectivity, fast and free Wi-Fi. Additional amenities include the Re:chargeSM fitness center and Splash pool; Tactic, an interactive private creative meeting space with natural light equipped with modern audio-visual hardware; and Re:fuelSM by Aloft, a convenient 24-hour cafe for a quick bite on the go. Marriott brands were the first in the industry to introduce Mobile Key, the industry’s first keyless entry system.  Marriott Bonvoy members can use the Marriott Bonvoy app on their smartphone or Apple Watch as their room key wherever available.

The brand’s signature Re:mix® Lounge and W XYZ® bar provide vibrant hubs for locals and travelers alike to socialize and enjoy live music performances as part of the Live At Aloft Hotels music series. The hotel programming will range from cultural, design and tech events, offering a new perspective in this vibrant city.

There are currently 161 Aloft Hotels in 25 countries and territories around the world. In Europe specifically, Aloft Hotels is present in key city-break destinations such as Dublin, London and Liverpool with expected openings in The Hague, Munich and more.

For more information on Aloft Madrid Gran Via please visit www.alofthotels.com.

About Aloft Hotels
With over 160 hotels now open in 25 countries and territories around the world, Aloft Hotels, part of Marriott International, Inc., delivers a fresh approach to the traditional staid hotel landscape. For the ‘always on’ next generation of traveler, the Aloft brand offers a tech-forward, vibrant experience and a modern style that is different by design. For more information, please visit www.alofthotels.com and follow along on Facebook, Twitter, and Instagram. Aloft is proud to participate in Marriott Bonvoy, the new name of Marriott’s travel program replacing Marriott Rewards®, The Ritz- Carlton Rewards®, and Starwood Preferred Guest® (SPG). The program offers members an extraordinary portfolio of global brands, experiences on Marriott Bonvoy Moments and unparalleled benefits including earning points toward free hotel stays and nights toward Elite status recognition. To enroll for free or for more information about the program, visit MarriottBonvoy.marriott.com.

Marriott International, Inc.
Marriott International, Inc. (NASDAQ: MAR) is based in Bethesda, Maryland, USA, and encompasses a portfolio of more than 7,000 properties in 30 leading hotel brands spanning 131 countries and territories. Marriott operates and franchises hotels and licenses vacation ownership resorts all around the world. The company now offers one travel program, Marriott Bonvoy™, replacing Marriott Rewards®, The Ritz-Carlton Rewards®, and Starwood Preferred Guest®(SPG). For more information, please visit our website at www.marriott.com, and for the latest company news, visit www.marriottnewscenter.com. In addition, connect with us on Facebook and @MarriottIntl on Twitter and Instagram.

Aloft Hotels and Universal Music Group launch Project: Aloft Star Tour

June 13, 2018

X Ambassadors

The following is a press release from Marriott International:

Aloft Hotels, Marriott International’s brand for music lovers and music makers, and Universal Music Group & Brands (UMGB), the brand strategy division of Universal Music Group (UMG), the world leader in music-based entertainment, today launched the 2018 edition of Aloft Hotels’ artist discovery competition Project: Aloft Star, and unveiled the first-ever Project: Aloft Star Tour, a five-city tour celebrating UMG’s emerging artists.

Starting today, musicians can enter for a chance to win a once-in-a-lifetime prize that includes1:

  • An opportunity to record a single at the legendary Capitol Studios in Hollywood
  • Mentoring from UMG’s executives which will include help selecting a song to record
  • 500,000 Rewards points2redeemable for Marriott International hotel stays and other rewards

This year’s Project: Aloft Star mentors, the X Ambassadors, will guide the three Project: Aloft Star finalists3 and help them prepare for their finale performance. “We were lucky to have so many wonderful mentors growing up,” said Sam Harris of X Ambassadors. “We’re thrilled to be working with Aloft Hotels to support emerging talent as this year’s Project: Aloft Star Mentor.”

The Project: Aloft Star contest and tour is part of Marriott International’s first-of-its-kind global partnership with UMG, which has evolved to include a focus on developing emerging talent.

“Aloft Hotels has always been the brand for music makers and music lovers, but now through our collaboration with UMG, we’re able to support emerging artists in a more meaningful way than ever before,” said Toni Stoeckl, Global Brand Leader, Aloft Hotels; and Vice President, Distinctive Select Brands for Marriott International. “The opportunity to record a single with one of UMG’s prestigious labels and receive dedicated mentoring from the best in the industry is very rare, and we’re so glad to be able to bring this to emerging talent all over the world.”

“Aloft Hotels is a terrific partner that shares our dedication to the artist community,” said Mike Tunnicliffe, head of UMGB. “At UMG, everything we do starts with our commitment to fostering emerging talent. This year’s Project: Aloft Star Tour not only promotes this competition but also provides our developing artists with an opportunity to reach new fans across the country. We’re thrilled to expand our relationship with Marriott International, and we continue to work together to build progressive long-term campaigns together.”

Tank & the Bangas performing at Aloft Austin Downtown during the 2018 South by Southwest by Southwest Conference and Festivals
Tank & the Bangas performing at Aloft Austin Downtown during the 2018 South by Southwest by Southwest Conference and Festivals (Photo courtesy of Marriott International, Inc.)

Project: Aloft Star Tour
To inspire emerging talent to enter this year’s competition, Aloft Hotels is taking some of UMG’s hottest breakthrough artists on the road, hitting some of the great music cities to host intimate music performances in the brand’s signature W XYZ® bars. The free performances will kick off with Years & Years in Philadelphia on June 23, and will continue in four other locations, including Tank & the Bangas in New Orleans on August 9 and BANNΞRS in Denver on October 17. At each tour stop, fans will be able to collect an exclusive custom memento poster featuring art created by New York designer and illustrator Sophia Chang. The final tour stop will be held in Austin on November 1where the Project: Aloft Star finalists will perform in front of a panel of industry judges that includes representatives from UMG and live music discovery platform Bandsintown, and a winner will be chosen.

Global Footprint
As a truly global hotel brand, concurrent competitions are also running with Aloft Hotels and UMG in the Middle East & Africa and Asia Pacific to find the next big music stars in these regions. As in the Americas, winners in these regions will have the opportunity to record a single with UMG and gain access to mentoring opportunities with UMG representatives. Each region will have their own local celebrity UMG mentors, including names such as Salim Merchant in India and Rachel Liang in Greater China. Aloft Hotels in Europe will also be launching an initiative under the Project: Aloft Star banner to support emerging artists later this year.

Loyalty Member Exclusive Moments
While the tour is open to everyone to join, the best way to experience it will be as a member of Marriott’s award-winning loyalty programs Starwood Preferred Guest (SPG) and Marriott Rewards. Special member benefits will include an NYC preview concert and destination packages, all available for redemption with Starpoints and Marriott Rewards points through SPG Moments and Marriott Rewards Moments.

  • Skip the Line: All Marriott Rewards and SPG members will be able to skip the line to get first access to the tour events, ensuring no member misses out on seeing their favorite band or artist.
  • Artist Meet & Greets: All Marriott Rewards and SPG members will be able to attend members-only Meet & Greets with the artists following their performances.
  • Member Preview Concert: On June 14th SPG and Marriott Rewards members who redeemed the experience on either Moments platform will attend an intimate acoustic performance by BANNΞRS and VIP hang-out with X Ambassadors in New York City. The preview concert will give loyalty members a sneak peek at the programming expected during the Project: Aloft Star Tour, including festival-inspired food & tech-driven beverage concepts.
  • VIP Concert Packages featuring a two-night stay at one of the Aloft hotel stops on this year’s tour, artist merch and VIP talent meet and greet will be available for members on the Marriott Rewards Moments and SPG Moments platforms. Loyalty members may also redeem their Starpoints or Marriott Rewards points to attend a VIP experience at the Project: Aloft Star finale in Austin.

Aloft – the Hotel For Music Makers and Music Lovers
Aloft Hotels has been an incubator for emerging musical talent for a decade. All Aloft Hotels around the world host regular live music evenings in their W XYZ® bars with local up-and-coming talent as part of the brand’s Live At Aloft Hotels music program.

Aloft Hotels are in thriving music destinations, welcoming touring musicians with special discounted artist rates, the opportunity to use the W XYZ® bar as a performance space for free, and a musicians’ guide featuring everything from where to dine late-night after a gig, the best nearby affordable recording studio, where to purchase guitar strings, and more to hit the right note for each stay.

UMG and Marriott International Partnership
Since UMG and Marriott International first started working together in 2015, the global partnership has grown to encompass Marriott’s expanded portfolio and has come to life through concerts showcasing UMG’s premiere talent at Marriott properties across the globe, most recently at an emerging female-led artist showcase at Aloft Austin Downtown during the 2018 South by Southwest® (SXSW®) Conference and Festivals.

Project: Aloft Star Americas Contest Details

  • Starting June 12 until August 20, unsigned bands and artists across North America and in select countries in Latin America, are invited to upload up to two original songs (in video or audio format) along with a photo through alofthotels.com for consideration by a panel of judges from UMG, Aloft Hotels and live music discovery platform Bandsintown.
  • The panel will select three finalists to progress to Phase II of the competition where the finalists will receive a mentoring session from X Ambassadors.
  • From September 17 through October 22, fans and music lovers are encouraged to vote for their favorite of the artists.
  • All three finalists will perform at the Project: Aloft Star finale at Aloft Austin Downtown on November 1. The winner will then be chosen from a combination of the public vote and the panel of judges’ scores.

For full details about the competition in all four regions, to enter the competition, or to find out about the Project: Aloft Star tour and sign up for tickets, please visit www.alofthotels.com.

Entry Period: No purchase nec. 18+. Ends 8/20/18. For Rules visit alofthotels.com.

About Aloft Hotels
With more than 125 hotels now open in nearly 20 countries and territories around the world, Aloft Hotels, part of Marriott International, Inc., delivers a fresh approach to the traditional staid hotel landscape. For the ‘always on’ next generation of traveler, the Aloft brand offers a tech-forward, vibrant experience and a modern style that is different by design. Aloft is proud to participate in the industry’s award-winning loyalty program, Starwood Preferred Guest®. Members can now link accounts with Marriott Rewards®, which includes The Ritz-Carlton Rewards® at members.marriott.com for instant elite status matching and unlimited points transfer. For more information, please visit www.alofthotels.com and follow along on FacebookInstagram, and Twitter.

About Marriott International, Inc.
Marriott International, Inc. (NASDAQ: MAR) is based in Bethesda, Maryland, USA, and encompasses a portfolio of more than 6,500 properties in 30 leading hotel brands spanning 127 countries and territories. Marriott operates and franchises hotels and licenses vacation ownership resorts all around the world. The company also operates award-winning loyalty programs: Marriott Rewards®, which includes The Ritz-Carlton Rewards®, and Starwood Preferred Guest®. For more information, please visit our website at www.marriott.com, and for the latest company news, visit www.marriottnewscenter.com. In addition, connect with us on Facebook and @MarriottIntl on Twitter and Instagram.

About Universal Music Group
Universal Music Group (UMG) is the world leader in music-based entertainment, with a broad array of businesses engaged in recorded music, music publishing, merchandising and audiovisual content in more than 60 countries. Featuring the most comprehensive catalog of recordings and songs across every musical genre, UMG identifies and develops artists and produces and distributes the most critically acclaimed and commercially successful music in the world. Committed to artistry, innovation and entrepreneurship, UMG fosters the development of services, platforms and business models in order to broaden artistic and commercial opportunities for our artists and create new experiences for fans. Universal Music Group is a Vivendi company. Find out more at: http://www.universalmusic.com.

1 In the Americas – prizes in EuropeMiddle East & Africa and Asia Pacific will vary.
2 In August 2018, you will be able to combine your Marriott Rewards account with your SPG account, so you’ll have one account with one member number, one profile, one log-in and one points balance, and you will be able to redeem points at any of our more than 6,500 hotels across 29 hotel brands.
3 In the Americas – EuropeMiddle East & Africa and Asia Pacific will have different local mentors.

Aloft Hotels set to open in Dublin City in 2018

January 17, 2017
Aloft Hotels

Aloft Hotels will open a new location brand in in Dublin’s historic Liberties quarter in the spring of 2018. The deal is part of a franchise agreement with Blackpitts Hospitality Limited. Aloft Dublin City will be operated by Dublin-based Pembroke Hospitality Limited.

Aloft Dublin City will be eight stories tall and have 202 loft-like guest rooms with platform beds, walk-in showers and complimentary Bliss amenities. Guests can also expect the brand’s signature WXYZ bar, a public space where they can catch up on emails, read the papers, play a game of pool or grab a drink with friends, The hotel will also have Re:mixSM lounge.The WXYZ® bar and Re:mixSM lounge will be situated on the top floor of the hotel, making the most of the panoramic city views.

Aloft Dublin City will offer SPG Keyless that enables guests to use their smartphone or Apple watch as a room key. Other features will include a Re:chargeSM fitness centre; Re:fuelSM by Aloft, a convenient 24-hour deli option for those on the go; as well as two modern meeting spaces supported by an In-Touc’ business area. Fast and free Wi-Fi will be available throughout the property.

Two independently operated retail spaces will be located on the ground level with direct access from the street. There will also be on-site parking facilities for hotel guests and visitors.

Aloft Hotels opens second locations in Austin and Louisville

January 11, 2017
Aloft Hotels

Aloft Hotels has opened new locations in Austin  and Louisville.

Aloft Austin Northwest at 14020 US Highway 183 is the second Aloft in Austin, Texas. Owned by Pure Lodging Hospitality and managed by Lodgic Hospitality, Aloft Austin Northwest has 130 loft-style rooms, 1,000 square feet of meeting space, and live music at W XYZ Bar. The hotel is less than a mile from Lakeline Mall and 25 miles from Austin-Bergstrom International Airport.

Aloft Louisville East at 10700 Westport Road is the second Aloft in Louisville, Kentucky. Owned by M&T and developed by CRM Companies/PWM Real Estate Holdings, Aloft Louisville East has 126 loft-style rooms, more than 3,500 square feet of flexible meeting space and live music performances at the hotel’s W XYZ Bar and the outdoor Carloftis Courtyard.

Aloft Louisville East is less than a mile from EP “Tom” Sawyer State Park, 15 miles from Louisville International Airport, 14 miles from Kentucky International Convention Center, and 13 miles from KFC Yum! Center. The opening of the East End Crossing bridge will extend the Gene Synder Freeway (I-265) over the Ohio River into southern Indiana, which will create a new major corridor for traffic traveling north and south through Louisville.

Both hotels feature SPG Keyless that enables guests to use their smartphone or Apple watch as a room key, as well as free Wi-Fi throughout the property. Additional amenities include a Splash indoor pool, a Re:charge fitness center; Re:fuel by Aloft, a one-stop gourmet grab & go food and beverage area; and live, local music at the brand’s W XYZ bar as part of the signature Live At Aloft Hotels music series.

Aloft Taipei Beitou Hotel opens in Tawain

January 5, 2017

Aloft Taipei Beitou)
(Rendering courtesy of Aloft Taipei Beitou)

Aloft Taipei Beitou Hotel, the second Aloft hotel in Taipei, has opened at No. 1, Lane 300, Daye Road, Beitou District, Taipei City, Taiwan.  The hotel has public areas and 292 guest rooms that showcase the creations of local artists, integrating elements indigenous to Beitou. The modern, loft-inspired rooms and suites are equipped with SPG Keyless, a mobile check-in system where guests can utilize their mobile phones as room keys. Each room also has a walk-in shower, custom amenities by Bliss Spa,  free Wi-Fi, and a 43-inch LCD TV linked to a Plug & Play connectivity panel.

The hotel’s signature restaurant is Nook, which serves buffet-style breakfast and a la carte dishes and specialty items, and has a pet-friendly terrace offering water bowls and a special menu for guests’ furry friends. Another dining option is Re:fuelSM by Aloft, Aloft’s signature 24/7 grab-and-go venue.

For socializing, there is the Re:mixSM lounge on the ground floor. The space is covered with butterfly-wing styled wooden panel lighting to create the illusion of swirling in a valley of butterflies, celebrating Taiwan’s reputation as a kingdom of butterflies. A giant floor-to-ceiling pixel-like RGB LED wall imparts a futuristic look. Additionally, the Aloft brand’s signature W:XYZSM bar serves cocktails and beverages while offering the brand’s  Live at Aloft Hotels programming that showcases live acoustic performances by up-and-coming artists. Guests can further socialize over a game of pool or get a good workout at the Re:chargeSM gym, open 24/7.

The property also features three on-site Tactic meeting spaces that are equipped with state-of-the-art audiovisual equipment and free WiFi. The meeting spaces occupy 577 square feet of meeting facilities.

Nearby attractions include Beitou Thermal Valley, Beitou Hot Springs Museum,, Shihlin Night Market and Sakura Tunnel, which transforms into a pink paradise with the arrival of cherry blossoms in mid-February. Aloft Taipei Beitou is eight miles from Taipei Songshan Airport and 26 miles from Taiwan Taoyuan International Airport.

To celebrate the opening, Aloft Taipei Beitou is offering a special package of TWD 3,600, which includes a one-night stay in a brand new Aloft guestroom, fast Internet access via wired or WiFi, one complimentary cocktail per stay, double Starpoints for every eligible spending during the stay for SPG members, and late check-out until 2 p.m. The opening package is effective until March 31, 2017, and subject to a 10 percent service charge and 5 percent tax.

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