IHG says the new brand will be suited to guests staying four to six nights – a market it values at $18billion – and believes it is a strong follow-up to the successful rollout of Avid hotels, the fastest brand launch in its history.
“The Atwell Suites brand is tailor-made to meet the significant demand in the upper-midscale segment for a new all-suites brand,” says Keith Barr, Chief Executive Officer.
“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.”
Barr adds: “As we focus on accelerating our growth, the brand will further extend our leading position in the mainstream space.”
Features of Atwell Suites properties include all-studio suites featuring kitchenettes, plus social areas, flexible meeting space and a bar.
In addition, the hotels will offer complimentary hot breakfast to all guests and inclusive wifi.
The majority of properties will be new-build and follow a prototypical design, with the first expected to open in the US in 2021.
The group’s Staybridge Suites and Candlewood Suites brands are designed to cater for guests staying a week or more.