If you are looking for a quick confirmation: Yes, Aloft Hotels is an official brand within the Marriott International portfolio. Aloft is classified as a “Select” lifestyle brand by Marriott.
This means that every time you stay at an Aloft property, you can earn and redeem Marriott Bonvoy points, enjoy elite status benefits (like late checkout and room upgrades), and use the Marriott Bonvoy app for mobile check-in and digital keys.
As of February 2026, there are over 240 Aloft hotels operating in 30+ countries, all of which are fully integrated into the Marriott ecosystem.
The Marriott Connection: How Aloft Joined the Family
The reason some travelers still ask this question is that Aloft didn’t start as a Marriott brand. Understanding its history explains why the “vibe” of an Aloft is so different from a traditional Marriott or Courtyard.
The Starwood Legacy
Aloft was originally conceived in 2005 by Starwood Hotels & Resorts Worldwide. It was designed as a more affordable, “select-service” version of Starwood’s luxury W Hotels brand (hence the similar aesthetic of neon lights, loft-style rooms, and social lobby bars).
In September 2016, Marriott International completed its $13.6 billion acquisition of Starwood.
This merger brought 11 new brands into the Marriott family, including Aloft, Westin, Sheraton, and W Hotels. Since then, Marriott has spent nearly a decade refining Aloft’s identity as the “tech-forward, music-loving” sibling in its massive portfolio.
Aloft’s “Select” Brand Status
In Marriott’s internal hierarchy, brands are divided into tiers. Aloft sits in the “Select” category alongside brands like Courtyard, AC Hotels, and Moxy.
- What this means for you: Unlike “Full Service” brands (like Marriott Hotels or Sheraton), Aloft is designed for self-sufficiency. You won’t typically find a bellman or white-tablecloth room service. Instead, you get high-tech amenities, a gourmet grab-and-go food station (Re:fuel), and a vibrant bar scene (W XYZ).
Marriott Bonvoy & Aloft: Points, Perks, and Elite Status
For the 200 million+ members of the Marriott Bonvoy program, Aloft is a high-value destination. Unlike some extended-stay brands in the portfolio, Aloft offers the full earning power of the program.
Earning Points at Aloft (The 10-Point Rule)
One of the most common points of confusion for Marriott members is the earning rate, as some brands (like Residence Inn or Element) only offer 5 points per dollar.
- The Rule: At Aloft, you earn 10 base points for every $1 USD spent on qualifying room rates and incidentals.
- The 2026 Advantage: In February 2026, Aloft remains one of the best “Select” brands for point accumulation because it shares the same high earning rate as luxury brands like the Ritz-Carlton or St. Regis, but at a much lower nightly cost.
Elite Member Benefits (The 2026 Guide)
If you hold Marriott Bonvoy Elite status, your perks at Aloft are standardized globally. However, because Aloft does not have traditional “Executive Lounges,” the benefits are applied differently:
| Tier | Key Benefits at Aloft (2026) |
| Silver Elite | 10% Bonus Points, Priority Late Checkout (subject to availability). |
| Gold Elite | 25% Bonus Points, 2 p.m. Late Checkout, Enhanced Room Upgrades. |
| Platinum Elite | 50% Bonus Points, 4 p.m. Late Checkout, Welcome Gift Choice (500 Points, Amenity, or Breakfast). |
| Titanium/Ambassador | 75% Bonus Points, 4 p.m. Late Checkout, highest priority for suite upgrades. |
The 2026 Aloft Experience: Tech, Pets, and Music
While Aloft is part of the Marriott family, it operates with a “lifestyle” focus that differs from a traditional corporate hotel. In 2026, Marriott has doubled down on Aloft’s identity as the most experimental brand in the portfolio.
Tech-Forward Stays & “Botlr”
Aloft was the first brand to pilot “Botlr,” an autonomous robotic butler that delivers towels and snacks to your room. In 2026, this technology has expanded to more than 60% of urban Aloft locations.
- Mobile Key 2.0: As a Marriott brand, Aloft utilizes the latest Mobile Key tech, allowing you to bypass the front desk entirely and use your Apple Watch or smartphone to operate elevators and room doors.
- Smart Rooms: Many properties now feature voice-controlled lighting and temperature via in-room Alexa or Siri integration.
Arf (Animals R Fun) Pet Program
Aloft is widely considered the most pet-friendly brand in the Marriott portfolio. Through the Arf program, dogs under 40 lbs stay for a standardized fee (usually around $50, though some locations waive this for Elites).
- The “Puppy Perks”: Upon check-in, your dog receives a signature Arf kit including a branded bed, bowl, treats, and toys.
- Foster Partnerships: Several flagship Aloft locations (like Asheville and Greenville) host on-site foster dog programs in the lobby, allowing guests to play with—and even adopt—local shelter dogs.
W XYZ Bar & Live At Aloft
The “social ownership” of the lobby is a hallmark of the brand. Every Aloft features the W XYZ Bar, which serves as the hub for the “Live At Aloft Hotels” music series. This program features emerging local artists and is a key reason why the brand attracts a younger, social-oriented traveler compared to the business-heavy Courtyard brand.
Key Differences: Aloft vs. Other Marriott “Select” Brands
If you are choosing between Aloft and its Marriott siblings, the differences often come down to the “vibe” and the loyalty points math.
| Feature | Aloft Hotels | Moxy Hotels | Element Hotels |
| Vibe | Urban Industrial / Tech | Playful / High-Energy | Wellness / Sustainable |
| Points | 10 pts / $1 USD | 10 pts / $1 USD | 5 pts / $1 USD |
| Breakfast | Grab-and-Go (Re:fuel) | Bar-focused | Complimentary Buffet |
| Rooms | Loft-style (high ceilings) | Compact / Efficient | Studio-style (with kitchens) |
The Breakfast Dilemma: Platinum & Titanium Benefits
One of the most frequent questions from Marriott Elites is: “Do I get free breakfast at Aloft?” Because Aloft is a “Select” brand without a full-service restaurant, the benefit works differently than at a Marriott or Westin.
In 2026, for Platinum, Titanium, and Ambassador members, the rules are:
- The Welcome Gift: Upon arrival, you can choose between 500 Bonus Points or a $10 F&B Credit per day.
- The F&B Credit: This credit can be used at Re:fuel by Aloft (the 24/7 grab-and-go station) for breakfast sandwiches, coffee, or snacks.
- The Catch: Unlike “Premium” brands, there is no “guaranteed hot breakfast buffet” unless the specific property offers it as a local perk. At most Aloft locations, you will be using your $10 daily credit to “buy” your breakfast items.
Who Owns Aloft? (Corporate & Institutional Ownership)
While you see the Marriott logo on the door, the “ownership” of an Aloft hotel is a two-layered system. As of early 2026, Marriott International operates primarily as a franchisor and management company, rather than a real estate owner.
1. The Brand Owner: Marriott International (NASDAQ: MAR)
Marriott International, Inc. owns the intellectual property, the trademarks, and the “Aloft” brand standards. Because Marriott is a publicly traded company, it is owned by thousands of shareholders. As of February 2026, the institutional powerhouses behind Marriott include:
- The Vanguard Group: ~7.3% ownership.
- BlackRock, Inc.: ~5.5% ownership.
- The Marriott Family: Members of the founding Marriott family still retain significant voting power and shares (approx. 12% held by J.W. Marriott Jr. and his heirs).
2. The Property Owner: Local Investors
In most cases, the physical building of an Aloft is owned by a Hotel Investment Trust (REIT) or a private development group (such as Host Hotels & Resorts or Schulte Hospitality Group). These owners pay Marriott a franchise fee to use the Aloft name and participate in the Marriott Bonvoy program.
Conclusion: Why the Marriott Connection Matters
The fact that Aloft is part of Marriott is the best of both worlds for the modern traveler. You get the edgy, loft-style design and social atmosphere of an independent startup, backed by the “gold standard” reliability of the world’s largest hotel company.
Whether you’re staying for the Live At Aloft music sessions, the tech-forward Mobile Key experience, or the pet-friendly Arf program, you can rest easy knowing you are earning top-tier Marriott Bonvoy points and building toward your next elite status level.