Originally Posted by
acrophobia
I’ve also always thought of Aloft as a budget version of the W.
So did or does SPG / Marriott, believe it is still the case that Aloft is marketed as "a vision of W Hotels". Both target a younger demographic and one who cares more about design than 'traditional' notions of what a hotel is. Very distinct segments of the market, however. Ace Hotels I would put somewhere between the two - targeting a level above an Aloft but well below a W.