IHG Announces New Mainstream Brand to Debut in 2021: Atwell Suites
All-suites brand serves $18 billion segment with thoughtful design that elevates guest experience
by Lark Gould
InterContinental Hotels Group (IHG) is introducing a new all-suites brand to its portfolio: Atwell Suites, according to announcements made this week at the Americas Investors & Leadership Conference in Las Vegas. The new upper-midscale hotel brand will target an estimated $18 billion industry segment with strong guest and owner demand.
The Atwell Suites brand creates new opportuniities for hotel owners and operators and adds to its midscale and upper-midscale brands across the mainstream category that includes Holiday Inn Express, avidTM hotels, Staybridge Suites and Candlewood Suites, each zeroing in on various specific guest needs and services.
As IHG developed its newest hotel brand, research 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," optimized for a longer stay of four to six nights, integrating flexibility throughout the property with spaces and programs that encourage social interaction and help foster a spirit of kinship among guests.
The Atwell Suites brand is 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: Atwell Suites properties will offer all-studio suites which include 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.
• Spaces to connect and collaborate: 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. 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.
• "Golden Hours" F&B: Atwell Suites properties will offer F&B 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. Additionally, guests may enjoy a bar in the lobby at the end of the day that will serve small plates paired with a drink menu.
• Leading technology: Atwell Suites properties will include IHG's industry-leading in-hotel Wi-Fi, 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.
IHG expects the Atwell Suites brand to be opening its first hotels in 2021. The new-build properties will be following a prototypical design.