InterContinental Hotels Group (IHG) revealed its new all-suites brand, Atwell Suites, the new upper-midscale hotel brand will target an estimated $18bn industry segment.
The Atwell Suites brand is designed to be a “strong complement” to IHG’s established brands, with an average daily rate within the upper-midscale price point. The brand will be known for making guest stays more comfortable and memorable through thoughtfully designed and flexible spaces that enable easier transition between work and rest.
Initial features of the Atwell Suites brand include all-studio suites with distinct zones for living and sleeping; a kitchenette area with counter-height refrigerator, microwave, coffeemaker and sink; a work area with a high-top desk solution; a pullout sofa; an oversized vanity in the bathroom; and a closet that can be easily accessed from both the guestroom and the bathroom.
The hotels will also be designed for guests to be able to easily move from their rooms to public spaces in order to relax, work, collaborate and create connections in whatever way works best for them. The Atwell Suites brand’s design allows guests to create their own environment with more flexible meeting spaces – including a meeting room integrated into the lobby, outdoor space, huddle areas and public/private working spaces.
Additionally all hotels will include a complimentary hot breakfast that will feature two to three signature hot items, alongside cold, grab-and-go options and premium coffee.
IHG expects the Atwell Suites brand to be franchise-ready in the fall of 2019 with the first hotels beginning construction in 2020 and opening in 2021.
Keith Barr, CEO of IHG, said: “The Atwell Suites brand is tailor-made to meet the significant demand in the upper-midscale segment for a new all-suites brand. Our newest offer gives owners and guests something different to what’s out there today – a stylish suite with the flex for guests to work, socialise or explore over a four-to-six-night stay. As we focus on accelerating our growth, the brand will further extend our leading position in the mainstream space.”