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Aloft, Indigo Hotel Brands Rank Up with Established ChainsJul 30, 10 | 1:53 am
The latest J.D. Power and Associates customer satisfaction report says travelers have been happier when they've stayed at new hotel chains such as Aloft or Hotel Indigo vs. many tried-and-true brands in the last 12 months, when travel dollars have been tight. Out this week, the report shows Starwood's hip, modern Aloft (42 locations) and InterContinental Hotel Group's boutique-style Hotel Indigo (36 locations) ranked up there with larger, older chains including Marriott, Westin and Hilton. Depending on the city and season, travelers can generally book stays in these hotels for about $130 to $150 per night - often less than what they'd pay at one of the household-name chains. Aloft and Indigo made J.D. Power's list for the first time this year because it's the first time each had enough locations open to generate sufficient customer data, says Mark Schwartz, who runs the company's travel practice. The customer data show the new hotels - and their rates - stand out to consumers, he says. "The unique boutique properties, Aloft and Indigo, both are a little different than the (other) brands in the upscale segment," Schwartz says. Indigo and Aloft, for instance, both emphasize music and local culture. Indigo is running a contest with pop singer Natasha Bedingfield to identify the best hidden, neighborhood hangouts, while Aloft is running a Facebook contest to find up-and-coming musicians. Aloft guests tend to like the newly built hotels' open, loft-like design and multipurpose lobby, says Brian McGuinness, the Starwood executive who oversees the chain. Another reason McGuinness thinks Aloft pleases guests: It's growing at a time when consumers demand "style at a steal" in other aspects of their lives, whether shopping at Target stores, buying CB2 furniture or driving a Mini Cooper car. 
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