Style at a steal
Vanden Auweele is enthusiastic about this new
alternative which Aloft is bringing to the market;
“We cannot be defined by the traditional star system,
because we believe that the criteria by which the star
system is measured are not entirely in sync with the
needs of the average business traveller in the 21st
century. At Aloft, you can play music from your iPhone
through state-of-the-art speakers from the multimedia hub in your room. At Aloft, you can be sure that
the second you turn on your laptop, it will be wi-fi
connected with none of the usual problems. We are
running a hotel that serves the needs of our guests.
Needs that we have taken time to identify.”
Is the general manager concerned that this new
approach may alienate some more traditional guests?
“If some guests decide that Aloft is not for them, then
that is unfortunate, but it means that we are doing
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