I find this kind of constant addition of "brands" to be ridiculous. I don't even know what the heck the difference between the 5 different "low end" Hilton brands are (or the 5 marriott ones, etc). Except for perhaps the ability to franchise more densely.. its silly.
It looks similar to Aloof. I mean Aloft.. I don't know if I qualify as a Millennial (I sure hope not) but when I'm traveling alone, I don't really want a desk or a crappy restaurant at the hotel.