Starwood Hotels and Resorts has announced that it will open two hotels under its design-driven Aloft brand this month, both of which are conversions of existing hotels.
The upcoming openings of Aloft San Francisco Airport and Aloft Nashville West End mark the brand’s expansion through hotel conversions. The 139-room Aloft Nashville West End, the brand’s first hotel in Nashville, replaces the Hotel Indigo Nashville Music Row, originally an office building constructed in 1970. The property is due to open on the 7th September. The 253-room Aloft San Francisco Airport will open shortly after, following 14 months of extensive renovations to convert the establishment previously run by Clarion. It will join Starwood’s The Westin San Francisco Airport and Four Points by Sheraton Hotel & Suites San Francisco Airport.Simon Turner, Starwood's President of Global Development, said: "We've developed a conversion-friendly strategy for existing hotels to meet owner and guest demand for Aloft while staying true to the brand's positioning and helping our partners reposition existing assets in a cost-effective manner." Ideally the brand is seeking to convert both old hotels in need of renovation or independent boutique hotels in need of stronger brand image and the group’s marketing expertise. Conversion or adaptive-reuse projects are underway for hotels in Tucson, Calgary and Atlanta.
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