InterContinental Hotels Group (IHG) is launching an all-suites brand, the company announced Wednesday at its Americas Investors & Leadership Conference in Las Vegas, targeting an estimated $18 billion industry segment with strong guest and owner demand.
The Atwell Suites will be in the upper-midscale segment, joining other brands including Holiday Inn Express and avid hotels.
CEO Keith Barr said during IHG’s 2018 fourth quarter and full-year earnings call that the all-suites segment of the Americas’ upper-midscale market has grown in scale by about 70 percent over the past four years.
“The Atwell Suites brand is tailor-made to meet the significant demand in the upper-midscale segment for a new all-suites brand,” Barr said in a statement. “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, 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.”
IHG said as it developed its newest hotel brand, research highlighted that many guests are looking for a memorable experience as well as a differentiated, right-sized set of amenities and services falling between those offered by traditional extended stay and traditional select service hotels. This travel trend also meets the desire of IHG owners for a new concept to introduce in local markets.
Atwell Suites will be geared for stays of four to six nights, compared to the extended stay brands optimized for week-long stays.
The living space at IHG's new Atwell Suites. Photo: IHG
Atwell Suites properties will offer all-studio suites that include distinct zones for living and sleeping; a kitchenette area with counter-height refrigerator, microwave, coffeemaker and sink; a work area with a high-top desk solution; a pullout sofa; an oversized vanity in the bathroom; and a closet that can be easily accessed from both the guestroom and the bathroom.
The brand’s design allows guests to create their own environment with more flexible meeting spaces – including a meeting room integrated into the lobby, outdoor space, huddle areas and public/private working spaces.
Food and beverage options will include a complimentary hot breakfast that will feature two or three signature hot items, alongside cold, grab-and-go options and premium coffee. Additionally, guests can enjoy the bar in the lobby at the end of the day that will serve small plates paired with a drink menu.
The brand will also offer IHG Studio, a seamless direct casting of entertainment from guests’ smart phones and personal devices to 55” TVs in each room. Self check-in will be offered at tablets in close proximity to the front desk/bar area.
IHG expects the Atwell Suites brand to be franchise-ready in the fall of 2019 with the first hotels beginning construction in 2020 and opening in 2021. The initial development will be focused in the U.S. market and the brand will be new-build led following a prototypical design.
Queen Suites at IHG's new Atwell Suites brand. Photo: IHG