"Why did this hotel catch your attention? What's the vibe?That buzz you hear is the energy of Gran Via. Cars whizzing by, shoppers toting handfuls of recent purchases, and locals strolling the colorfully lit street en route to the theater or an aperitivo with friends. What's the backstory?Aloft, a member of Marriott Bonvoy, is often regarded as the younger sibling of W Hotels. It demonstrates a similar vibe in its modern public areas with an emphasis on music, pop culture, and technology. The first Aloft property in Spain follows that recipe perfectly with plans to host occasional Live at Aloft music concerts every two months at the hotel. Tell us all about the accommodations. Any tips on what to book?Rooms were designed by Rockwell Group, and the hotel calls them “future-proof.” Pops of color appear in the carpeting, artwork, and accent fabrics. But, everything is just where the traveler should expect it. No light switches or power outlets oddly positioned or bathrooms with dim lighting. Even better, that forward-looking design made space for both work desks and small sitting areas including some rooms with outdoor terraces. In keeping with the tech focus, the TVs come with functionality to sync personal devices with the large screen. You won’t have to dig through your bag to find your room key either as Marriott Bonvoy members can use Bluetooth capability through their smartphone or Apple Watch as their room key. Loft Terrace rooms offer great outdoor views of the city. Is there a charge for Wi-Fi?Wi-fi is free throughout the hotel. Drinking and dining—what are we looking at?The W XYZ Bar serves up plenty of cocktails and regional wine, but in warmer months, be sure to cheers your trip by the rooftop pool where views of the neighborhood unfurl before you. Most travelers will head out to dine around the neighborhood, but middle-of-the-night snackers will find a 24-hour café in the lobby. And the service?Aloft is a relaxed and approachable brand; as such, so are the youthful staff. No formal suits or stiff upper lips here. What type of travelers will you find here?It’s a playful atmosphere inside that suits both business travelers and tourists. If you make your way from one side of the lobby to the other, you can eavesdrop on local gossip, indie bands, global warming, which tour to take to Toledo, and which colleague in the office should be promoted. How’s that for variety! What about the neighborhood? Does the hotel fit in, make itself part of the scene?Gran Via never pretends to be posh Salamanca or indie-spirited Chueca or Malasaña. What it has going for it is its centrality to most tourist sights, affordable shopping and dining, and zero pretenses. That makes Aloft a perfect fit for this neighborhood. Is there anything you'd change?The entrance to the hotel is small and hardly glamorous, but once inside, no one cares. Any other hotel features worth noting?Kudos to designers that didn’t forget that even those working out in the gym deserve natural light and city views. The rooftop bar is sure to attract locals although there is plenty of competition for bar-hopping along this famous street. Bottom line: Worth it? Why?The right price in the right location. This is where millennials go after they graduate from a stay at nearby Generator Madrid. It fits their style and needs well." - Ramsey Qubein
