IHG Unveils Atwell Suites
Upper-midscale brand to be led by newbuilds
InterContinental Hotels Group revealed its new all-suites brand, Atwell Suites, during its Americas Investors & Leadership Conference in Las Vegas. The new upper-midscale hotel brand will target an estimated $18 billion industry segment, according to IHG.
During the brand development process, research showed that many guests are looking for a memorable experience as well as a differentiated, right-sized set of amenities and services falling between those offered by traditional extended stay and traditional select-service hotels, company executives note.
From that research, Atwell was developed as an all-studio suites brand, which include distinct zones for living and sleeping as well as a kitchenette. Spaces to connect and collaborate will also be key to the brand. The 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, properties will offer a lobby bar with small plates. Grab and go options will also be available.
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. Initial development will be focused in the United States, and the brand will be newbuild led following a prototypical design. Target build will cost between $105,000 to $115,000 per key (excluding land costs), with estimated site size of two acres.
Photo: InterContinental Hotels Group