Lofty Lodgings A new class of airy, open and affordable hotels is springing up.

With hotel prices surging, business travelers are taking arenewed interest in midmarket hotels, which usually tradeattractive price points for not-so-attractive design points.

A new hotel company, NYLO, is trying to change that trade-off. The idea,according to CEO John Russell, is to offer the chic style of urbanlofts and the amenities of boutique hotels at midscalerates--typically $115 to $135 per night. NYLO rooms will bespacious, airy, light-filled and slightly industrial. Each roomwill have a flat-screen TV and free high-speed internet; amenitiesinclude a 24-hour restaurant, business center, library, meetingfacilities and gym. The first NYLO properties will open nextyear.

NYLO's intention, Russell says, is to do for loft hotelswhat W did for boutique hotels: Carve a new lodging category thatresonates with trend-conscious consumers, standardize it, and bringit to multiple markets.