Old and new..the Aloft Eastside next to the Black Horse (closed) pub..
Welcome to that time of year again - Marriott's infamous annual "Double Nights and Bonus Points Promo." In simpler terms, this means that for approximately two months each year, Marriott offers a compelling promotion: for every night you stay, you earn credit for two nights toward your status, making it easier to achieve higher tiers. However, this year brings significant changes. You can no longer easily reach Titanium status in just two months by frequenting your favourite Sheraton. Instead, this year, you’ll receive one bonus night for each Marriott brand you try. And yes, while the brand selection in the UK isn’t terrible, it certainly doesn’t compare to the variety available in the US. That’s why I find myself in April, in chilly Birmingham, staying at a Marriott brand I’ve never experienced before - the Aloft. Let’s take a closer look!
What is Aloft?
Marriott describes Aloft as embodying a "tech-forward, millennial-focused style." There are currently four Aloft's in the UK (London Excel, Liverpool, Birmingham and Aberdeen).
As someone outside that millennial generation, I initially imagined Aloft was designed for CEOs who commute on skateboards and enjoy smoothies made from powdered greens for breakfast. I expected I would dislike it! My preferences lean towards a hearty breakfast of bacon and eggs, and I drive a diesel car - definitely not the kind of person the car-hating Birmingham City Council wants around (more on that later).
However, upon visiting Aloft, I found it resembled a more upscale version of the Marriott Moxy. While the Moxy is known for its loud music, bright lights, and a casual atmosphere, Aloft strikes a balance. It offers a more relaxed vibe than the traditional Marriott brands, and to my pleasant surprise, I was able to engage in a friendly conversation with the receptionist upon arrival without having to talk over the ear pounding music found at Moxy. The staff's demeanour is welcoming without the over-the-top quirkiness typical of the Moxy.
The Aloft Room
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
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
To truly appreciate the value of Aloft, it's essential to recognise its competition. Aloft effectively straddles the line between budget lifestyle brands like Moxy and more upscale design hotels such as CitizenM - both part of the Marriott portfolio. It successfully delivers a blend of vibrant social spaces, contemporary design, and genuinely comfortable accommodation.
In the context of competing hotel chains, you could liken Aloft to a Hampton if it were a Hilton or to an Indigo if it were part of IHG.
If Aloft was a comedian, think less of the polished sophistication of Jimmy Carr and more of the stylish, modern appeal of Jack Whitehall - appealing to both mainstream and younger audiences.
This hotel really appealed to me because:
- I received a personalised welcome card
- Delicious chocolates
- An upgraded room
- The room itself - floor to ceiling windows - unusual at this price point
- 4pm check out agreed in the app, prior to arrival
- Fully functioning climate control
- ..above all, it's not a Moxy!
In short, I absolutely loved my stay here. The staff, the rooms, the general atmosphere all come together to produce an exceptional experience, even more so at this price point.
I paid just £68, which included breakfast via my Bonvoy status.
Highly recommended.
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