Prices vary greatly by market, but in most areas where I've priced aLoft, it's priced similarly to Hilton Garden Inn, Hyatt Place, and Courtyard by Marriott, which is really a better match to what it's competing with.

Expecting valet service, a spa, and room service is a bit much when aLoft is clearly a limited service brand. It was never intended to be on the same level of a W. The idea here was a limited service hotel to compete with similar limited service brands in smaller markets where Starwood has no presence, or markets where Starwood needs more mid-tier properties at a lower average room rate than the full-service properties.