According to Starwood's President and CEO Frits van Paasschen, “Since the brand's inception in 2008, it has expanded more than 60 chains worldwide, focusing on cheap yet high-quality and design-driven hotel concept.” Starwood's President of Global Development Simon Turner adds, “Today, expanding Aloft through conversions is considered a right move at the right time for the brand. We have also adapted a conversion-friendly strategy that, as much as possible, ensures smooth transition for all stakeholders including existing owners and guests.”
Mr. Turner adds that opportunities can be found in two major categories. One is in existing old hotels that need to change their physical renovation and design. The second is in small independent hotels seeking to re-brand and adapt a formal operating structure such as what Starwood utilizes. And the Aloft Nashville is a perfect example of this strategy.
Replacing the Hotel Indigo Nashville Music Row, which was fully transformed in as little as one month, the Aloft Nashville is comprised of 139 rooms. This also marks the debut of the Aloft brand in Nashiville, TN. According to Turner, the short turnaround time also shows how efficient the company is and a proof of how cost-effective their system is.
“Aloft already has developed a stable following from its loyal guests – once they experience staying in, they would always seek for it wherever they go,” says Brian McGuinness, Starwood's Senior Vice President of Specialty Select brands.
The Aloft Nashville is strategically-located blocks from the historic Nashville Music Row, near Vanderbilt University and the Tennessee State Capitol.
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