Starwood’s new trendy hotel brand, aloft, will soon have a new I.E. outpost. Aloft is similar to W, but it is intended to reinvent the roadside motel and is apparently for places that are a bit?um? less cool. Not that we don’t love saying “Rancho Cucamonga” while trying not to snicker. No aloft hotels exist yet, but, surprisingly, aloft-Rancho Cucamonga will be one of the first two built in the country. There must be something about the R.C. that we’re missing.
· Rancho Cucamonga to Get Starwood Hotel [LA Business Journal]
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