Branding changes aren’t all that rare as the major hotel chains tend to manage the majority of their properties while investment companies own the physical hotels and can make changes when contracts expire or if properties fail to meet certain pre-defined profit levels. This is an interesting one though as the Aloft South Beach was sold by its owner to a real estate investment company who announced with Hilton on the date of the Marriott/Starwood merger (September 22nd), that the property would now be “The Gates Hotel South Beach, a Doubletree by Hilton Hotel”.
The interior of the hotel from the lobby to the rooms still looks like any other Aloft and apparently there are no plans to change that as the hotel just opened in June 2015. Although, I’ve enjoyed my Aloft stays, I’d rate Doubletree a class above…though of course this is South Beach so there are many non-standard Aloft amenities included at the property. I do love how the Doubletree website is displaying the following pics, clearly with the Aloft decor and color scheme: