Old and new..the Aloft Eastside next to the Black Horse (closed) pub..
Introduction: Status Chasing… With a Twist
It’s that time of year again - Marriott International’s annual Bonvoy promotion.
Traditionally, this was the golden window to fast-track status. Stay one night, earn two - simple. But in 2026, Marriott has changed the rules. Instead of repeat stays at your favourite Sheraton, you now earn bonus elite nights by trying different brands.
Which is how I found myself in April, in a chilly Birmingham, ticking off a new one: Aloft.
What is Aloft?
Aloft Hotels is Marriott’s attempt at a “tech-forward, millennial-focused” hotel.
In the UK, there are currently four:
• London Excel
• Liverpool
• Birmingham Eastside
• Aberdeen
Going in, I’ll admit - I had my doubts.
I expected something designed for oat-milk latte drinkers and startup founders commuting on electric scooters. Not exactly my world.
But the reality? Much more interesting.
Aloft vs Moxy: The Key Difference
If you’ve stayed at Moxy Hotels, you’ll understand the positioning.
Moxy is:
• Loud
• Chaotic
• Style over substance
Aloft, on the other hand:
• Keeps the modern aesthetic
• Dials down the noise
• Adds practicality
Crucially - you can actually check in without shouting over nightclub-level music.
The Aloft Room - Functionality Wins
In my Moxy Tried and Tested Review, I mentioned the delicate balance between being trendy and simply impractical. The Moxy rooms lack conventional desks, making it nearly impossible to work effectively. Although Marriott's generous 4 PM checkout is a great perk for Bonvoy Platinum (and above) members, it often felt wasted during my stays at Moxy. Therefore, I was genuinely delighted to find a more traditional room upon my arrival on the fourth floor of the Aloft.
The room was, to be fair, spacious and exuded a modern vibe. The complimentary Wi-Fi efficiently connected across all five of my devices (take note, Premier Inn) with speeds hovering around 15 Mbps. While that’s decent, it falls short of expectations considering Aloft's target demographic. Additionally, the room was equipped with a free safe, an iron, a hairdryer, and a fridge.
Although upgrade options at Aloft are somewhat limited, they do exist. I booked a standard room, with upgrade possibilities including the Urban rooms, which offer city views, or the Savvy room, a full suite. On check in I was upgraded to an "Urban" room. Then, shortly after settling in, the staff surprised me with a thoughtful greeting card and chocolates. Such personalised service at a hotel competing with brands like Premier Inn is genuinely appreciated. I enjoyed a restful night in the spacious double bed, complemented by a convenient coffee machine!
Food and Drink - Better than Expected
The location of the Aloft Birmingham, established in 2017 with 195 rooms, was once part of Birmingham's "Eastside," an area notorious for its unwelcoming reputation, both after dark and even during the day. Struggling to evolve from its industrial roots established in the 1950s, Eastside became a focal point for revitalisation. In the early 2000s, significant investment poured in, paving the way for the emergence of new hotels, universities, and other businesses that transformed the landscape.
Today, you can see the remnants of the old world and despite all this modernity, the one thing the immediate area still lacks is food and drink options. The nearest Wetherspoons for example is nearly a one mile walk away.
Fortunately, the hotel has an onsite restaurant which is what I decided to try for both dinner and breakfast.
I began my evening culinary experience in the rather opulent bar. With comfortable and modern seating as well as some modern lighting, it felt like a nice place to be with a glass of Malbec.
You can have a bar meal if you don't fancy the formality of a restaurant meal but at the time of my stay I'd had a busy week and I was happy to just have a nice quiet dinner. The hotel seemed quiet tonight so the restaurant was quiet too.
On the menu (to the left), you'll find our dinner offerings at Tempo Restaurant. I kicked off my meal with the delightful BonBons, followed by the rich flavours of Moroccan Tagine. To round off the experience, I indulged in a Cheese Plate for dessert, all paired perfectly with three generous glasses of Malbec. In total, my bill was a respectable £60, conveniently settled with my Marriott Amex - which means more valuable Bonvoy points for me!
This evening's dinner, starter > main > dessert
The breakfast bar (left) offered a delightful selection of both hot and cold dishes, with the option to order specialty items from the staff. I enjoyed my usual cooked breakfast, which was excellent, and I noted that items were being replenished regularly.
Upon my arrival at 8:30 AM, the hotel had a surprisingly tranquil atmosphere, a time typically bustling with hungry guests. I'm not certain if it was simply a quiet weekend following Easter, but regardless, it made for a lovely start to the day.
The breakfast offering
If you drive in Birmingham..you have been warned..
The Birmingham Clean Air Zone was established to address alarmingly high levels of air pollution, particularly nitrogen dioxide, which are linked to serious health issues such as asthma, heart disease, and premature death. This is the official narrative, much to the delight of some, including whacky Ed Miliband (pictured).
In practice, however, the charges imposed do little to alleviate health problems, yet they generate millions in fees and penalties for Birmingham City Council. This is the dark deeply sinister side of socialism, if you ever needed reminding.
The scheme imposes a daily charge of £8 for most older petrol and diesel vehicles and £50 for non-compliant vans, buses, and HGVs driving within the city centre. It primarily impacts owners of older vehicles that do not meet current emissions standards, significantly affecting lower-income motorists who may find it difficult to upgrade.
Experts in the field are divided on whether the financial implications of such schemes outweigh the benefits of improved air quality.
To see whether your vehicle will incur these charges in Birmingham - potentially leading to substantial financial strain - you can check through the vehicle checker here.
Conclusion
Final Verdict: Exceptional Value
If Aloft Were a Comedian…
Less Jimmy Carr
More Jack Whitehall
Modern, stylish, broadly appealing - with a bit more substance than you might expect.
What I Loved
• Personalised welcome card
• Complimentary chocolates
• Urban room upgrade
• Floor-to-ceiling windows
• 4pm checkout confirmed pre-arrival
• Fully functioning climate control
• A calmer, more practical alternative to Moxy
At £68 including breakfast (via Bonvoy status), this is outstanding value.
Everything—from the service to the room design—feels:
• Considered
• Comfortable
• Well executed
Above all…it’s not a Moxy.
Highly recommended.
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