This week at its Americas Investors & Leadership Conference in Las Vegas, InterContinental Hotels Group revealed Atwell Suites, the company's newest upper-midscale all-suites hotel brand that will target an industry segment estimated at $18 billion.
Announcing the move, Keith Barr, CEO for IHG, said, "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 offering gives owners and guests something different to what's out there today -- a stylish suite with the flexibility for guests to work, socialize 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."
Launching the new brand, IHG pointed to its in-depth research on the all-suite hotel sector, which revealed that guests are looking for a memorable experience, as well as amenities and services falling between those offered by traditional extended-stay and select-service hotels.
Elie Maalouf, CEO Americas, said the hotel company "continues to be an industry leader in purposeful and effective hotel-brand innovation that anticipates the needs of the market, owners and guests -- ultimately delivering long-term value and high guest satisfaction. The Atwell Suites brand is the latest example of how we identify a new growth opportunity from deep traveler insights and collaborate with our owners to develop a new brand customized to better serve guests."
Atwell Suites will be designed to appeal to "opportunity-seeker" travelers who want to discover new things, learn and grow as they travel, perhaps even extend their stay a few days to explore a destination. The company touts integrated flexibility throughout the brand, with spaces and programs that encourage social interaction and help foster a spirit of kinship among guests.
The new brand’s suites have distinct zones for living and sleeping. A kitchenette area includes a refrigerator, microwave, coffeemaker and sink, and the work area has a high-top desk. There’s also a pullout sofa, an oversized vanity in the bathroom and a closet that can be accessed from outside and inside the bathroom.
Guests will be able to 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 design allows guests to create their own environments with more flexible meeting spaces, including a breakout room integrated into the lobby, outdoor spaces, huddle areas, and public and private working spaces. Self check-in will be offered at tablets in close proximity to the front desk/bar area.
Food-and-beverage options will include a complimentary hot breakfast that will feature two to three signature hot items, as well as grab-and-go choices, and an evening lobby bar that will serve small plates paired with a drinks menu.
IHG said Atwell Suites properties, which will be primarily new-build, will be franchise-ready in the fall of 2019, with construction beginning on the first hotels in 2020 and opening in 2021. Initial development will be focused in key U.S. markets.