I like this descriptor ...and I think it does indeed fit a lot of Starwood properties quite well. ^

re: Aloft and Element. Both are very new brands. As such, you're almost guaranteed a clean, fresh property no matter where you go. Both are priced moderately...about on par with the lowest-end Sheraton in a given city. (But...like I said...cleaner and fresher than a lot of the beat-up Sheratons out there.)

Aloft seems to be grasping for a faux-90's-hipster feel. If they had actually rolled out in the 90's I think I would have loved the brand. Now, I'm okay with it...I just feel a bit silly checking into one at age 38. Especially silly if I'm in the middle of some random suburb where a lot of Alofts are. Thumping techno in the lobby at 6PM on a Tuesday? Mmmkay, just hit me with a room key and I'll be on my way...

I'm a bigger fan of Element. It takes on some of the Westin styling and does it in a pleasant way. (Westin styling ports to a low-cost suburban hotel better than W styling!!) Rooms are larger and there are a lot of studio suites with kitchenettes. Doesn't really approach the Residence Inn space - more of a Hyatt Place or a Spring Hill Suites. Breakfast is included and is a cut above the typical limited-service hotel offering. I think they've developed these near some airports - hopefully they'll expand the brand.