A New Brand of Hotel for a New Decade
Interview with Stephan Vanden Auweele, Complex General Manager
Aloft Hotel, Abu Dhabi National Exhibition Centre
For those visiting Abu Dhabi in order to attend the
World Future Energy Summit, or indeed, any event
hosted in the Abu Dhabi National Exhibition Centre,
there could be no more convenient location in which
to stay, than the brand new Aloft hotel. Situated
directly in the main complex of the impressive
ADNEC structure, Starwood’s newest addition to its
impressive roster of hotel brands, is seeking to redefine
the hotel experience and bring it into line with the
needs and expectations of the business traveller in the
new decade.
Stephan Vanden Auweele, a Belgian national and
general manager of the complex (encompassing Aloft
and its soon-to-be-added sister hotel “Element”) is
very passionate about Aloft’s brand philosophy and its
potential for development and expansion in today’s
international markets.
“Aloft brings to the table an entirely new concept of
what it means to be a cutting edge hotel. Our hotels
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have a unique feel to them – they are modern and
trendy. I sometimes think that some people may not
feel entirely ‘at home’ in the salubrious environs of
some five star hotels, but Aloft is a place where the
guest can instantly feel comfortable and relaxed, whilst
still enjoying all of the amenities of a top hotel. The
décor and ambience will definitely be appreciated by
guests within the age range of 25 – 45.”
The modern approach that Aloft takes with regard
to its décor, continues throughout every aspect of
the hotel, from the amenities to the very spirit of the
place. In the lobby, guests can play pool or relax on
bean bags and ultra-comfortable rocking chairs, all
while still feeling that they are in a top quality hotel.
There is a less formal atmosphere than a traditional
five star hotel, but rather than detract from the hotel
experience, the combination of youth and friendly
professionalism serves to make it feel somehow more
comfortable.