InterContinental Hotels Group (IHG) unveiled its new all-suites brand, Atwell Suites, to IHG owners and operators at its recent Americas Investors & Leadership Conference in Las Vegas.
The new upper-midscale hotel brand will cater to an estimated $18 billion-industry segment with strong guest and owner demand.
The Atwell Suites brand builds on IHG’s heritage of pioneering new growth opportunities for hotel owners and operators that better serve travellers. Through this strategy, IHG has successfully cultivated a dynamic portfolio of unique midscale and upper-midscale brands across the mainstream category, including Holiday Inn Express, one of the industry’s fastest-growing brands catering to shorter, smarter stays; avid hotels; and best-in-class extended stay brands, Staybridge Suites and Candlewood Suites, catering to stays of a week or more.
CEO, IHG, Keith Barr stated: “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.”
Research conducted by the hospitality giant highlighted 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. This travel trend also meets the desire of IHG owners for a new concept to introduce in local markets.
Guests at Atwell Suites properties are not simply booking a room, but seeking opportunities to discover new things, learn and grow as they travel – perhaps even extending their stay a few days to explore a destination. With this in mind, IHG designed a hotel for the ‘opportunity seeker’, optimised for a longer stay of four to six nights, integrating flexibility throughout the property with spaces and programmes that encourage social interaction and help foster a spirit of kinship among guests.
Initial features of the Atwell Suites brand include all-studio suites, which include distinct zones for living and sleeping, a kitchenette area with counter-height refrigerator, plus more; spaces to connect and collaborate, with guests will 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; and ‘Golden Hours’ F&B, offering options for when the sun is coming up and going down. 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.
Finally, technology will play a key role at Atwell Suites properties, including IHG’s industry-leading in-hotel WiFi, IHG Connect. The brand will also offer IHG Studio, a seamless direct casting of entertainment from guests’ smart phones and personal devices to 55” TVs in each room. Self check-in will be offered at tablets in close proximity to the front desk/bar area.