Public reception of Aloft Hotels has been mixed. The majority of opinions revolve around the two main aspects of the hotel brand: low room prices, and the contemporary style. Aloft Hotels grew quickly, not only in number of locations, but in customer satisfaction. In July 2010, Aloft Hotels ranked on the J. D. Power and Associates list.[4]
The trademark culture of Aloft Hotels has also drawn some criticism. The contemporary theme of Aloft Hotels is not appreciated by everyone, and some critics feel the Aloft Hotels have too much of a "cookie cutter" feel to them.[7] In addition, the barrage of colors, shapes, and lingo from the first moment in the hotel has been noted as simply too much for some to handle.[