Aloft Hotel Opens At West Broad Village: A Photo Tour

The new 135-room Aloft Hotel at West Broad Village in Short Pump is finally open, despite the recent delays. When you first walk into the eclectic multi-use lobby that the hotel refers to as “re:mix,” you’ll know you’re in for something unique. The building has it’s own look and even it’s own signature scent called […]

August 6, 2009; 10:51 PM • by Trevor Dickerson

Contemporary furnishings, colors and lighting envelop the entire hotel and give it a warm and inviting, yet sophisticated and delightfully minimalist look. Hip and trendy, yet decidedly laid back music pulsates throughout the lobby and gives the feel of a stylish urban hotel in a suburban setting.

“The hotel is geared towards the X and Y generations who tend to be more tech savvy,” Sales Manager Samantha Bean said. A large table with ample power outlets for computing is the centerpiece of the open, multi-purpose lobby. Free wi-fi is available throughout the entire building. Surrounding the table is comfortable and eclectic lounge-type seating, an array of board games and a large pool table, all of which encourage guests to relax and unwind.

“You don’t have to sit in your room and work. You can actually sit in the lobby and be involved in a social atmosphere, but still get all of your work done,” Bean said.

Guests can check in at the “Aloha Desk” with hotel staff, or simply on computerized touchscreen systems nearby. “If you get in at, say, 1:00 in the morning, the last thing you probably want to do is talk to a soul, so you can actually check in right here, whether you have a reservation or not,” Bean said, demonstrating how the machine works. “You simply swipe your [credit] card and your room key pops out.”

A grab-and-go style gourmet food area offers quick meals for travelers on the go. The hotel sells all of the typical breakfast fare, but packages it in a way that’s convenient to take on the road.

The guest rooms are filled with European flair and feature 42” flat panel televisions. The TVs are linked with a device called a “Jack Pack,” which continues the high-tech theme. The stations allow you to charge your laptop, cell phone and other devices all in one place, as well as display your computer screen on the TV.

Aloft also seeks to do its part to help the environment. Rather than offering the typical travel-sized shampoo and conditioner, wall-mounted dispensers eliminate the excess waste of unused product and, subsequently, the plastic bottles. The eco-friendly theme continues in the parking lot, with dedicated parking spots for hybrid vehicles.

Another unique aspect of the hotel is its policy on pets. “We’re also a very pet-friendly hotel,” Bean explained. “Every pet that comes into the hotel will get a fun little doggie bed and dish. We love our pets just as we love our families that stay with us.”

“Aloft has its own verbage it’s own language; really its own culture,” Bean said. “As opposed to selling a stay, we’re selling an experience.”

Aloft, which is a subsidiary of W Hotels, has two other locations in Virginia.