Last week, Hilton announced Tru by Hilton, a new brand coming later in 2016 that will be "cost-conscious" but fun, a gap that Hilton feels is a "massive void." However, despite some nice design elements and amenities, the branding feels like a poorly executed appeal to millennials.

HotelsDerek CookFebruary 2, 2016Tru by Hilton, Hilton hotels, branding, millennials, Aloft Hotels, marketing

Follow-up on my Charleston (SC) Aloft stay

SPG Corporate responded to my concerns over my recent disappointing stay at the Aloft Charleston (SC) Airport.

HotelsDerek CookJanuary 20, 2016SPG Keyless, Aloft Hotels, customer service, Starwood Preferred Guest, Starwood Hotels, mobile app, survey

Aloft Charleston Airport does not live up to brand promise

My girlfriend and I recently stayed at the Aloft Charleston (SC) Airport. While I love the Aloft brand, I was very disappointed with the quality of service at this particular property.

HotelsDerek CookDecember 30, 2015Charleston, Starwood Hotels, Starwood Preferred Guest, Aloft Hotels, SPG Keyless, mobile app

Review: Aloft Chicago O'Hare

The Aloft Chicago O'Hare is a great hotel with reasonable rates and great accessibility to the airport and public transit. I loved the contemporary design and comfortable rooms on a recent stay.

Hotels, ReviewsDerek CookSeptember 24, 2015Georgia Tech football, Chicago, Aloft Hotels, Starwood Hotels, Starwood Preferred Guest