Among the sea of luxury hotels on one of Dubai’s sought after destinations, Marriott International opened The Palm’s only upper midscale hotel on January 23, 2018, making it the first Aloft to open in Dubai.
In an interview during a sneak peek of the new property, general manager Max Wiegerinck reveals: “Not only is this the first Marriott hotel on Palm Jumeirah to open its doors, but it’s also the first Aloft beach resort in the world.”
The Palm Jumeirah hotel follows Marriott’s tried-and-tested Aloft design brief, and, at first look, it is designed perfectly to attract new age millennial travellers. The lobby features a smattering of bright colours with an open plan layout that leads directly to the pool and the grab-and-go eatery, re:fuel by Aloft.
It has 206 rooms, six restaurants and bars, a 24-hour Re:charge fitness centre, Splash infinity pool, ocean views, beach access, as well as an adventurous initiative called Camp Aloft — which includes a sleeping bag and treats for the kids.
The hotel is designed to be a tech-forward, upscale boutique hotel on The Palm that’s price-friendly compared to other hotels in the surrounding area. It incorporates vibrant colourful spaces to keep up with hyper-connected millennials and other travellers who are always on-the-go. According to its website, it is specifically designed to deliver a fresh approach to the traditional staid hotel landscape.
In keeping with its tech-savvy theme, in addition to fast and free WiFi throughout the property, Wiegerinck tells us that the Aloft will also offer SPG Keyless, the hotel operator’s keyless entry system, which will allow guests to use their smartphone or Apple watch as a room key.
Additionally, Aloft is also testing out its ‘robot butler’ internationally, which assists the front desk by delivering amenities like extra towels and toothbrushes to guests. Botlr was unveiled last fall and is currently being tested at Aloft hotels in Cupertino and Silicon Valley, and according to the Aloft team, we might just see it in Dubai soon.
This hotel, however, is all about the location. The Palm, according to Wiegerinck, is known for its high-end luxury hotels and the Aloft’s entry is a game changer. Its room rate at AED600 (US $163), combined with six interesting F&B options, are sure to shake things up. It has a business centre and its location on the Palm means that it appeals to business travellers as well, because of its proximity to Dubai Media City and Dubai Internet City.
According to Wiegerinck, Aloft is all set to take Dubai’s hospitality scene on Palm Jumeirah by storm. “Aloft Hotels are modern, tech-forward and design-focused, and allow value-conscious savvy travellers to stay connected, network openly, and relax in style,” says Wiegerinck during the interview.
So, who is the ideal guest that one can expect at an Aloft hotel? Wiegerinck believes that they are travellers who aren’t afraid to travel by themselves, or maybe with a partner. Generally, they will be looking for new experiences.
“Because of this, our strategy targets self-expressers — people who don’t need to be part of a group. They’re confidently social, are the first to try something new and share buzz-worthy ideas. They’re the next generation of travellers: global and tech-savvy, with an eclectic style they’re not afraid to show,” he adds.
Music, design and technology, the three passion points of Aloft, appeal to their core customers who are millennials. Keeping the millennials in mind, Wiegerinck is aware, however, that to attract the right audience, sales and marketing strategies needs to be aligned and efforts targeted through the right mediums.
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