Intercontinental Hotels Group (IHG) has announced that its latest brand will be called Atwell Suites. The group announced its intention in February this year.

IHG planning new all-suites brand

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’.

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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.