2006 News <<Back

The John Hardy Group Completes W Hotel aloft Prototype

Early in the development of Starwood Hotels and Resorts, Barry Sternlicht had the vision to realize that the boutique hotel movement offered great opportunities both creatively and financially. JHG supported Starwood in developing the direction of the boutique Starwood brand through projects such as Meany Tower in Seattle, Washington, the Westin Grande in Washington DC and the Sheraton Colony Square in Atlanta, Georgia. These hotel projects were some of the early precursors to the present “W” Hotel brand.

Then again in 2005, Starwood and W Hotels retained JHG to provide Development Management Services in connection with the creation of the new prototype hotel, the aloft Hotels. In conjunction with the same W Hotels team that is widely regarded as creators of one of the most successful new brands in decades, JHG managed and coordinated the overall concept development effort through the completion of the Franchise Development Package.

The aloft brand offers urban-inspired, loft-like guest rooms, enhanced technology services, landscaped outdoor spaces for socializing day and night, and an energetic lounge scene.