New IHG brand called Atwell Suites
16/05/2019
InterContinental Hotels Group has revealed its all-suites brand, Atwell Suites, having teased details of the new upper-midscale brand in February.
The company said research found that many guests are looking for amenities and services falling between those offered by extended-stay and select-service hotels.
Studio suites will feature kitchenettes with refrigerators, microwaves, coffeemakers and sinks; work areas with high-top desks; and pull-out sofas.
The hotels will have public spaces for relaxing and working, and flexible meeting spaces. Self check-in will be offered at tablets close to the front desk/bar area.
All hotels will offer a complimentary hot breakfast alongside cold, grab-and-go options and coffee. Later in the day, lobby bars will serve drinks and small plates.
IHG expects the Atwell Suites brand to be franchise-ready in the autumn with the first hotels beginning construction in 2020 and opening in 2021. Initial development will be focused in the US market and the brand will be new build-led.
Keith Barr, chief executive of IHG, said: “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.”
Elie Maalouf, chief executive, Americas, IHG, added: “The Atwell Suites brand is the latest example of how we identify a new growth opportunity from deep traveller insights and collaborate with our owners to develop a new brand customised to better serve guests. This highly anticipated new offering is a strong follow up to the successful rollout of Avid hotels, the fastest brand launch in our history.”
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