New breed of hotels links lodging and lifestyle
Story By: Rob Lovitt
Source: MSNBC
Riddle me this: What separates a stylish new hotel for eco-oriented families from a stylish new hotel for tech-savvy singletons?
Answer: A parking lot.
At least that’s the case in Lexington, Mass., where a pair of sister properties from Starwood Hotels & Resorts opened across the asphalt from each other last month. Offering new twists on extended-stay and select-service lodging, respectively, Element and Aloft, it seems, aren’t just places to bunk down for the night. They’re also a roadside Rorschach test for travelers in search of lodging that fits their lifestyle.
Stepping through the double sliding-glass doors of the Element Lexington on an August afternoon is like passing through an airlock between a sauna and a sleek and spacious living room. Banks of large windows bathe the lobby in natural light, multiple sitting areas accentuate the open space and nature-themed accents underscore the eco-chic motif.
As Starwood’s entry into the extended-stay market, the hotel is designed to provide an upscale residential ambience. (It’s “Inspired by Westin,” in company parlance.) There’s an indoor pool, fitness center and a grab-and-go pantry that stocks healthy convenience foods, beer and wine and small bins filled with bulk nuts, candies and granolas.
The hotel’s 123 suites range from studios to two-bedroom units, all of which feature platform-mounted Heavenly Beds, spa-inspired bathrooms with glass shower enclosures and kitchenettes with full-size refrigerators, two-burner stoves and dishwashers. Swivel the 32-inch LCD TV toward the bed and you can fall asleep to Leno, Letterman or a host of on-demand movies just like you do at home.
It’s all offered with a distinctly “green” tint that becomes more apparent over time. The Energy Star–rated appliances and abundant recycling bins. The dual-flush toilets (to cut down on water use) and wall dispensers for bath amenities (no more barely used bars of soap). You may not notice the recycled materials in the furniture, but it’s hard to miss the saltwater in the pool (no chlorine) and the reserved parking spaces for hybrid vehicles.
Of course, you don’t have to be a card-carrying eco-activist to stay at Element. The in-room kitchenettes will also likely draw families hoping to cut down on restaurant costs while the free Wi-Fi and ample work spaces will appeal to business travelers on extended assignments. And you can just say no to the complimentary green-tea smoothie shooters that turn up in the lobby each evening.
And if that doesn’t work, there’s always the Aloft across the parking lot.
If Element is a little bit of home on the road, then the 136-room Aloft offers a slice of city life amid the ‘burbs. There’s the edgy decor, the exposed ductwork in the lobby and a steady stream of musical remixes — Alicia Keys, Sheryl Crow and the like — in the background. Add in a pool table, Starbucks-like sitting areas and an ultra-lounge-style bar and it’s obvious you’re not at Motel 6.
Instead, you’re in what the phrase-makers at Starwood call “a vision of W Hotels” — a place where cool design and cutting-edge technology are given equal weight and travelers who enjoy both can set the tone of their stay.
At check in, for example, you can visit the circular front desk (designed to break down the traditional barrier between guests and staff) or use a self-service kiosk that will issue your key card without human interaction. The rooms themselves are modern and modular — think upscale dorm room à la über-designer David Rockwell — and feature plug and play “jack packs” so you can enjoy your personal playlist or movie library through the 42-inch flat-screen TV.
Many guests, though, seem to gravitate to the lobby (and the adjacent outdoor seating area overlooking the indoor pool). In the morning, you can grab a fresh muffin and coffee to go or sit down with a hot breakfast sandwich in the pantry area — either way, you pay for it at the front desk — and in the evening, you can linger over appetizers and cocktails (or your laptop) in the lounge.
It’s all very millennial, of course, and whether there are enough lifestyle-focused travelers out there to support projects like Aloft, Element and others from competing companies is an open question. All I know is that after a tiring day on the road, anything that offers a refreshing change from the same-old, same-old sounds good to me.
