At least to me, the Aloft rooms seem less "hip" and more "trying too hard to be hip" -- what you get if a room full of middle-aged managers are trying to come up with something they think millennials will find hip. Which I expect is what happened.
That plus the very cheap fittings and furnishings to me give the rooms the feel of a freshman dorm. I don't think at any age I've wanted a hotel to make me reminisce about "my life when I was sharing a room with a random stranger and living off ramen".