Intercontinental Hotels Group (IHG) has announced that its latest brand will be called Atwell Suites. The group announced its intention in February this year.
The upper-midscale brand will target an US$18 billion industry segment, according to IHG, with amenities and services falling somewhere between an extended-stay property and a select service hotel.
The brand will feature studio suites in new-build properties with distinct areas for relaxing, working, sleeping and cooking. Kitchenettes will feature a fridge, microwave, coffee maker and sink.
Rooms will come with ‘IHG Studio’, allowing guests to stream from their phones to 55-inch TVs.
The properties will also have meeting rooms, outdoor space, complementary hot breakfasts and a lobby bar serving small plates.
Self check-in will be via tablets close to the front desk and bar area, while spaces and special programmes will encourage social interaction among guests.
IHG already has two extended-stay brands; Staybridge Suites and Candlewood Suites.
The group recently launched midscale brand Avid Hotels, which has grown rapidly in North America, and Voco, an upscale ‘conversion brand’.
On the new launch, IHG group CEO Keith Barr commented: “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.”
IHG said the brand will be franchise-ready this autumn, with the first hotels beginning construction in 2020 and opening in 2021.
Initial development will be focused in the US market.
