Friday 21 November 2014

Aloft Hotels: stay connected


Aloft Hotels, a brand founded in 2005 by W Hotels under the parent company of Starwood Hotels and Resorts Worldwide.

What are the features of the sites that attract Gen C guests?

Firstly, the website is very simple, easy to access and can be seen in multi screens.
Secondly, Aloft Hotels are present in the social media where Gen C guests like to meet such as Facebook, Twitter, Foursquare, Instagram and YouTube.  Its SPG (Starwood Preferred Guest) application speeds up access and facilitates the creation of an account. SPG has a 24/7 telephone and Facetime assistance.

The brand’s personality:

Aloft Hotels target the Gen C guests:  the hotel websites are easy to access from any connected device and booking is very simple. The rooms are modern, fresh and well equipped with modern technologies. They are affordable and comfortable. Aloft offers tech-savvy space with an urban look and buzzing bar scene in the open lobby.

How does the Aloft Hotels satisfy the 4 characteristics of the Gen C?

Creation: Facebook and Foursquare enable Gen C guests to check-in, follow in twitter and mention the hotel in their tweets. Guests can take pictures of the hotel properties and upload them in Flickr and Instagram. This will encourage Gen C to express and share their lifestyle.

Connection: All Aloft hotels provide free high speed Wi-Fi so that guests can stay connected. WXYZ bar is a place where Gen C guests can meet new people and share lifestyles while listening to local bands. By using SPG program Gen C guests can stay in touch with the hotel and the points they earned during their stay can be used in any Starwood Hotel.

Curation: Aloft Hotels are social media friendly; by using Foursquare and Facebook Gen C guests can check-in in any Aloft hotel in the world and upload images to share their experiences.

Community: Aloft Hotels have created a community in different social media sites where guests can share the moments they have experienced during their stay.

Is the mobile site "Responsive Design" or a separate site?

The brand websites can adapt according to the size of the screen so that there won't be a problem for a Gen C guests who use multi-screens, however the mobile site and website look similar. They look responsive design.

What do you think they should do better?

  •          As Gen C guests are always connected, it might be a good idea that the mobile geolocation can detect nearby Aloft Hotels and send an Aloft alert to the customers’ mobile.
  •          As Gen C like to get popular on social media, Aloft Hotels could choose a guest as a Brand Ambassador for a week or month depending on the points they have earned during their stay and offer them a night free if they recommend the hotel to their friends and family.
  •          It could be better, whenever customers open the Aloft Hotels website, if an automatic assistant would appear welcoming and assisting them to find a hotel in a preferable location, book a room and more generally answer any question.

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