IHG’s Atwell Suites brand launches franchise sales in the U.S. [Infographic]
A rendering of the ideal Atwell Suites property (Picture: IHG)
This all-suites brand is focused on thoughtful design and guest experience, aiming to tap into the growing upper-midscale segment.
InterContinental Hotels Group has announced the launch of franchise sales efforts for its new Atwell Suites brand in the United States.
This new upper-midscale hotel brand targets an industry segment worth an estimated $18 billion. Most importantly, this segment is also a growing one, having risen by 70% over the course of the past four years.
Atwell Suites is a new brand which was unveiled to the world in May 2019 as thousands of IHG owners and operators looked on at the company’s Americas Investors and Leadership Conference in Las Vegas.
“IHG’s brands are known and loved around the world, with the Americas region serving as the birthplace of the Holiday Inn and Holiday Inn Express brands, as well as avid hotels – the fastest brand launch in our history,” said Elie Maalouf, Chief Executive Officer, Americas, IHG.
“The Atwell Suites brand builds on this track record of growth, value and innovation for owners, while offering guests something truly distinct in the growing upper-midscale segment.”
The Atwell Suites brand
Now the question is, what should those in the hospitality space know about Atwell Suites?
It’s a hip brand designed for guests who enjoy learning and growing as they travel, and perhaps are even likely to extend their stay for a couple of extra days so they have more time to explore a destination.
IHG has integrated flexibility throughout its Atwell Suites properties with spaces and programs that encourage social interaction and help foster a spirit of kinship among guests.
“We used extensive consumer research and insights, as well as close collaboration with our existing owners, to create Atwell Suites as a unique brand that is both efficient for owners and inspiring for guests,” said Jennifer Gribble, Vice President, Atwell Suites, IHG.
“We’re excited to bring a new brand to the marketplace that creates an environment where guests can be at their most inspired, most productive and most rested.”
The details which set Atwell Suites apart
There’s so much more, however, to know about the Atwell Suites brand.
The exterior design for Atwell Suites properties creates a modern and welcoming first impression, utilizing a mix of neutral tones and textures. Windows frame the two-story lobby, acting as an intriguing reveal of the brand’s shared spaces and an invitation to come inside.
Lobbies at Atwell Suites properties mix private and shared areas to perfectly suit guests’ transition from work to leisure – creating a comfortable, welcoming feel any time of day. The reception area and bar are the central elements of the brand’s first-floor shared space and evolve seamlessly throughout the day.
The lobby’s double height space is open to the second floor, bringing in lots of natural light for a fresh, airy feel, with the open stair connecting the first-floor lobby to the second floor, and inviting guests upward. IHG expects to share more information on a one-story lobby solution for owners in November 2019.
Finally, Atwell Suites properties will feature the latest technology solutions to power the guest experience, including IHG’s industry-leading in-hotel Wi-Fi, IHG Connect.
The brand will also offer IHG Studio, a seamless direct casting of entertainment from guests’ smartphones and personal devices to 55″ TVs in each room.
According to the TOPHOTELCHAINS online database, IHG will open more than 460 hotels in the next couple of year. Have a look at the regions and the top brands:
Let’s take a closer look at three IHG hotels currently in the pipeline in the United States: