Starwood Hotels & Resorts Worldwide's modern lifestyle brand Aloft Hotels is expanding its pursuit of the millennial market by focusing on gap year travelers.
USA Today reported the brand will now offer special rates to travelers taking a year off and will call on a newly-appointed Gap Year Ambassador to lead future efforts to target gap year travelers, whether they be college students or middle-aged professionals.
Aloft has hired Andrea Wien to take over the new role of Gap Year Ambassador. Wien is the author of "Gap to Great: A Parent's Guide to Gap Year" and will begin her new position by traveling around the country with the brand.
Of more interest to consumers will be Aloft's new Gap Year Rate, which will offer an impressive 40 percent savings on the second night of any two-day booking.
What's more, guests staying four nights at an Aloft property will receive 40 percent off on each of two nights.
The rate is available all year long and travelers can access the promotion on Aloft's official website.
"We always say that Aloft Hotels doesn't appeal to one demographic, it appeals to those of a similar psychographic - those early adopter, perpetually curious travelers who want something different," Aloft's vice president of global marketing Paige Francis said in a statement. "These travelers are the ones taking time off to find themselves or in some cases, lose themselves in local cultures and experiences."
Founded in 2005, Aloft opened its first property in 2008 and currently operates more than 100 hotels around the world.
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