Aloft Hotel

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.

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

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

• Select-service hotels
• Hotel accommodations
• Hospitality services
• Hotel loyalty programs
• Pet-friendly hotels

Headquarters

HQ city

Bethesda

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales, Technology or R&D, Supply Chain

Revenue model

1. 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).
2. 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.
3. Loyalty Program Engagement: Marriott Bonvoy loyalty program drives repeat bookings and customer retention through points earning and tiered benefits.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core 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

Named customers1 record

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

One partnership is on record.

• Marriott BonvoycoreGTM or Marketing PartnerMarriott 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

Direct 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

• LinkedInlinkedin.com/company/aloft-hotel

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Aloft Hotel