InterContinental Hotels Group announced some exciting news for their loyal customers, a new all-suites brand called Atwell Suites.
Atwell Suites will be an upper-midscale hotel brand that will target an estimated $18 billion industry segment. It's set to be franchise-ready by fall 2019, with the first hotels opening in 2021 in the U.S.
The properties will be designed for the "Opportunity Seeker" who wants to stay four to six nights in a destination and engage in social interactions through public spaces and programs at the property.
Keith Barr, Chief Executive Officer, 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 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."
In terms of the layout of Atwell Suites properties, they'll be outfitted with studio suites and distinct areas for living and sleeping, a kitchenette with a refrigerator, microwave, coffeemaker and sink, a work area with a desk, pullout sofa, and a closet accessible from the guest room and bathroom.
In-room technology features will include Wi-Fi, IHG Connect and IHG Studio, where users can cast entertainment from their smartphones and devices to the 55-inch TVs in every room.
The public spaces will have a meeting room integrated into the lobby, outdoor spaces to relax, public and private working spaces and huddle areas. Atwell Suites will offer free breakfast with two signature hot items and grab-and-go options. The lobby will have a bar that serves drinks and small plates.
Elie Maalouf, Chief Executive Officer, Americas, IHG, commented, "IHG 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. 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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