by SHERYL JEAN/The Dallas Morning News
sjean@dallasnews.com
The newly opened Aloft Las Colinas hotel is a study in modern minimalist design. An offshoot of luxury W Hotel, Aloft targets younger travelers with style and technology. Both are Starwood Hotels & Resorts brands.
Upon arrival, guests are met by the “swoof” stripes in shades of blue and yellow underneath the porte-cochere. The lobby features modern furniture, bold colors such as azure and eggplant and exposed pipes and duct work. Guest rooms boast 9-foot ceilings, big windows and walk-in showers.
The $20 million hotel was the first Aloft to open in Texas in early October. Aloft hotels opened this month in Frisco and Plano, and are scheduled to open in downtown Dallas in mid-2009 and in Lewisville in mid-2010.
The five-story, smoke Aloft Las colinas has 136 rooms with rates of $89 to $209.
“We target business travelgoers who want to break out of the mold of the cookie cutter hotel,” said Ryan Miyamoto, general manager of the Aloft Las Colinas at State Highway 114 and O’Connor Road. “Aloft is all about sensory - colors, different textures and smells.”
Aloft spritzes a signature scent, a citrus blend, throughout the hotel to create a sense of serenity, he said. Rooms feature Bliss bath products and a selection of magazines.
Most of the lobby is used as lounge and work space, with the re:mix lounge, w xyz bar and re:fuel, a 24-hour self-service food-and-drink area.
“The interiors are designed to appeal to younger, more style-conscious consumers who grew up with iPods, Ikea and MTV and expect style wherever they go,” said Brian McGuinness, Starwood;s global head of the Aloft brand.
In keeping with its target customer, Aloft provides Wi-Fi throughout and each room allows all electronic gadgets to network to a 42-inch flat panel television.
Aloft isn’t just for Gen-Yers. The hotel provides a goodie bag, kids’ menu, games and a child-size air mattress and bedding for kids 2 to 12.
Aloft is the first of a series of mid-priced, loft-like hotels coming to Las Colinas. A 200-room NyloHotel plans to open next spring, a 123-room Element (also by Starwood) to open in early 2009 and an 85-room Hotel Indigo plans to open in 2010.

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