Aloft Hotel
Aloft by Marriott is a select-service, design-forward hotel brand under Marriott International (NASDAQ: MAR), offering modern guest rooms and differentiated amenities — w xyz bar, Backyard, Camp Aloft, ARF, Splash, and Re:fuel — to contemporary leisure, business, family, and pet travelers across 30+ countries via the Marriott Bonvoy ecosystem.
- Company typePublic
- Founded2005
- HeadquartersBethesda, United States
- Headcount101–250
- GTM typeB2C
- OfferingServices
What Aloft Hotel does
Aloft by Marriott is a select-service hotel brand operating under Marriott International (NASDAQ: MAR), originally launched in 2005 by Starwood Hotels & Resorts and brought into the Marriott portfolio via the 2016 acquisition of Starwood. The brand operates modern, design-forward hotels targeting contemporary travelers — singles, couples, families, and business guests — at mid-scale price points, with guest rooms featuring 9-foot ceilings, platform beds, 42-inch LCD TVs, complimentary high-speed Wi-Fi, Drybar amenities, and walk-in rainfall showers.
The brand's core product extends beyond guest rooms into a portfolio of registered amenity sub-concepts: w xyz bar (signature cocktail bar), Backyard (communal outdoor space with fire pits and games), Splash (pool), Camp Aloft (kids program for ages 2-12), ARF (pet-friendly program), and Re:fuel (grab-and-go breakfast). Distribution and guest acquisition run entirely through Marriott International's direct-to-consumer channels — Marriott.com, the Marriott Bonvoy mobile app, and the global reservation system — with the Marriott Bonvoy loyalty program (members earn 10 points per $1 USD and 1 Elite Night Credit per night) serving as the primary retention mechanism across 30+ Marriott hotel brands.
The business model is primarily transactional: nightly room revenue supplemented by food and beverage (w xyz, Re:fuel) and ancillary fees. Pricing varies by property, location, season, and room type; promotional constructs include 'Stay & Play' long-term offers and 'Save on a Staycation' packages in US/Canada markets. The brand is positioned in Marriott's 'Select' tier alongside Courtyard, Four Points by Sheraton, AC Hotels, Moxy Hotels, and Protea Hotels, and operates as a wholly-owned component of Marriott International rather than as an independent entity with external investors or separate financials.
Aloft Hotel firmographics
Firmographics- Name
- Aloft Hotel
- Legal name
- Marriott International, Inc.
- Website
- https://alofthotels.com
- Company type
- Public
- Founded year
- 2005
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Aloft by Marriott is a select-service, design-forward hotel brand under Marriott International (NASDAQ: MAR), offering modern guest rooms and differentiated amenities — w xyz bar, Backyard, Camp Aloft, ARF, Splash, and Re:fuel — to contemporary leisure, business, family, and pet travelers across 30+ countries via the Marriott Bonvoy ecosystem.
- Ownership category
- akta.pro rank
Aloft Hotel industry classification
Industry- Product category
- Hotel Accommodations
- NAICS
- Hotels (except Casino Hotels) and Motels (72111), Traveler Accommodation (7211), Accommodation (721)
- SIC
- Hotels & Motels (7011), Hotels, Rooming Houses, Camps & Other Lodging Places (7000)
- akta.pro primary industry
- Business & Corporate Full-Service Hotels (THAGAAAE)
Keywords
Where Aloft Hotel is headquartered
LocationHeadquarters
- HQ city
- Bethesda
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Aloft Hotel business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Infrastructure, Marketing or Sales, Technology or R&D, Supply Chain
Revenue model
- Guest Room Revenue: Primary revenue from overnight hotel accommodations. Rooms feature 9-foot-high ceilings, platform beds, and modern amenities. Pricing varies by location, season, and room type (Queen/Queen Loft, standard rooms).
- Food and Beverage: Revenue from w xyz bar (custom cocktails and snacks) and Re:fuel grab-and-go breakfast offerings. The bar operates as a social hub within the hotel.
- Loyalty Program Engagement: Marriott Bonvoy loyalty program drives repeat bookings and customer retention through points earning and tiered benefits.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Pay-as-you-go | Variable nightly rates based on room type and location |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels4 records
Aloft Hotel product offering
Product offeringCore offering
Aloft by Marriott is a select-service hotel brand operating modern, design-forward accommodations featuring 9-foot-high ceilings, platform beds, 42-inch LCD TVs, complimentary Wi-Fi, and walk-in rainfall showers. The brand also delivers on-site food and beverage (w xyz bar, Re:fuel grab-and-go), social and recreational spaces (Backyard, Splash pool), and family/pet programs (Camp Aloft, ARF), all integrated with the Marriott Bonvoy global loyalty program.
Product overview
Aloft by Marriott is a modern, design-forward hotel brand featuring a portfolio of amenities including guest rooms with elevated features (9-foot ceilings, platform beds, 42-inch LCD TVs, Drybar amenities, rainfall showers), signature bars (w xyz®), communal outdoor spaces (Backyard with fire pits and games), pools (Splash), family offerings (Camp Aloft for kids 2-12, ARF® pet program), and quick-service dining (Re:fuel grab-and-go). The brand is integrated into Marriott Bonvoy, the company's global loyalty program spanning over 30 hotel brands.
Differentiator
Problem solved
Functional benefit
Brands
- w xyz bar: Buzzy hotel bar offering custom cocktails, delicious snacks, and social atmosphere for guests to unwind.
- Re:fuel by Aloft
- Camp Aloft
- ARF (Animals R Friends)
- Backyard
- Splash
Products and services
- Aloft Hotels by Marriott Modern, design-forward hotel accommodations under the Marriott International portfolio, featuring 9-foot-high ceilings, plush platform beds, complimentary high-speed Wi-Fi, 42-inch LCD TVs, Drybar amenities, and walk-in rainfall showers. Marketed to business and leisure travelers seeking contemporary, vibrant hotel experiences.
- w xyz Bar On-site signature bar at Aloft properties offering custom cocktails, snacks, and a social hangout space for hotel guests and locals.
- Re:fuel by Aloft Grab-and-go breakfast service offering sweet or savory, substantial or snack-sized food and beverage options for guests.
- Backyard Communal outdoor space at Aloft properties featuring seating, fire pits, and games for guests and families.
- Splash Pool Stylish on-site swimming pool for guest recreation and relaxation.
- Camp Aloft Kids program for children ages 2-12 providing special treats, bedding, games, and activities during hotel stays.
- ARF (Animals R Fun) Pet-friendly welcome program providing traveling pets with a bed, bowl, treats, and toys during hotel stays.
- Marriott Bonvoy Global loyalty program offering 10 points per $1 USD spent at Aloft, 1 Elite Night Credit per night stayed, best available rates, free Wi-Fi, mobile check-in/check-out, and access to 30+ Marriott hotel brands worldwide.
Quantifiable outcome
- Earn 10 points per $1 USD spent and 1 Elite Night Credit per night stayed
Companies that use Aloft Hotel
Customer profileNamed customers1 record
Segments4 records
Ideal customer profiles4 records
Aloft Hotel technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
Aloft Hotel partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Marriott BonvoycoreMarriott Bonvoy is Marriott International's proprietary loyalty program that serves as the primary GTM and retention mechanism for Aloft hotels. Members earn 10 points per $1 spent at Aloft properties and receive 1 Elite Night Credit per night. The program connects Aloft to 30+ Marriott hotel brands, providing instant benefits including best rates, free Wi-Fi, and access to points redemptions and experiences.
Scale indicators2 records
Recent moves5 records
Expansion highlights5 records
Aloft Hotel competitors and assessment
Company assessmentDirect peers
- citizenM: citizenM is Marriott's acquired lifestyle/select-service brand focused on compact, tech-enabled rooms in urban markets — a near-clone of Aloft's design-forward positioning in gateway cities.
- Moxy Hotels: Moxy is Marriott's own lifestyle/select-service brand targeting younger, design-conscious travelers with compact rooms and vibrant social spaces — explicitly overlapping with Aloft's value proposition and customer profile.
- AC Hotels by Marriott: AC Hotels is Marriott's European-rooted select-service lifestyle brand that, like Aloft, emphasizes modern design at a moderate price point.
- Yotel: Yotel is an independent compact-lifestyle hotel brand with tech-forward, social spaces targeting design-conscious travelers — directly comparable to Aloft's younger-traveler focus.
- Tru by Hilton: Tru by Hilton is Hilton's lifestyle/midscale brand with a vibrant, modern aesthetic; it's the closest external competitor to Aloft in serving younger travelers.
- Hilton Garden Inn: Hilton Garden Inn is Hilton's flagship upscale/select-service brand — comparable size, tier, and target traveler as Aloft, and a direct external competitor.
- Four Points by Sheraton: Four Points is another Marriott select-service brand focused on independent-minded business travelers; positioned in the same tier as Aloft with overlapping amenities.
- Hyatt Place: Hyatt Place is Hyatt's select-service brand targeting contemporary business and leisure travelers — a direct external competitor to Aloft on tier, design, and amenities.
- Courtyard by Marriott: Courtyard is Marriott's flagship select-service brand targeting business travelers; it overlaps with Aloft in tier and guest mix and is its closest intra-portfolio counterpart.
Broad incumbents
- Novotel: Novotel is Accor's flagship midscale/select-service brand with global reach, offering modern rooms and family amenities — operating as a broader incumbent in the same tier as Aloft.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Aloft Hotel social profiles
Digital presenceAloft Hotel financial estimates
Financial estimateRevenue estimate
Valuation estimate
Aloft Hotel leadership team
Management profileNumber of profiles
Profiles1 record
Aloft Hotel funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Aloft Hotel M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Aloft Hotel
What does Aloft Hotel do?
Aloft by Marriott is a select-service hotel brand operating modern, design-forward accommodations featuring 9-foot-high ceilings, platform beds, 42-inch LCD TVs, complimentary Wi-Fi, and walk-in rainfall showers. The brand also delivers on-site food and beverage (w xyz bar, Re:fuel grab-and-go), social and recreational spaces (Backyard, Splash pool), and family/pet programs (Camp Aloft, ARF), all integrated with the Marriott Bonvoy global loyalty program.
Is Aloft Hotel a public or private company?
Aloft Hotel is a public company. It is classified as corporate owned and is currently operating.
When was Aloft Hotel founded?
Aloft Hotel was founded in 2005. It employs 101 to 250 people.
Where is Aloft Hotel based?
Aloft Hotel is headquartered in Bethesda, United States, in the North America region.
How does Aloft Hotel make money?
Three revenue lines are on record. Guest Room Revenue is the primary driver. The others are food and Beverage and loyalty Program Engagement.
Who are Aloft Hotel's main competitors?
Direct peers on record are citizenM, Moxy Hotels, AC Hotels by Marriott, Yotel, Tru by Hilton, Hilton Garden Inn, Four Points by Sheraton, Hyatt Place and Courtyard by Marriott. Novotel is listed as a broad incumbent.
Does Aloft Hotel have an API?
No public API is recorded for Aloft Hotel.
What industry is Aloft Hotel in?
Aloft Hotel's product category is Hotel Accommodations. Its primary akta.pro industry code is THAGAAAE, Business & Corporate Full-Service Hotels. Its NAICS code is 72111 and its SIC code is 7011.