InterContinental Hotels Group has revealed its new all-suite brand, Atwell Suites.
The brand was unveiled to thousands of IHG owners and operators at its Americas Investors & Leadership Conference in Las Vegas.
The new upper-midscale hotel brand will target an estimated $18 billion industry segment with strong guest and owner demand.
Keith Barr, chief executive, InterContinental Hotels Group, commented: “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.”
The new brand will join other all-suite brands — including Staybridge Suites and Candlewood Suites — in the InterContinental portfolio.
The company hopes the new product will fall somewhere between traditional extended stay and select service hotels.
Guests are encouraged to stay up to six days, and the hotel will offer complimentary breakfast and dinner options, as well as a bar in the lobby and a limited kitchenette in the suites.
As IHG 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.
Elie Maalouf, chief executive, 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 traveller insights and collaborate with our owners to develop a new brand customised 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.”
The Atwell Suites brand is a strong complement to IHG’s established brands, with an average daily rate within the upper-midscale price point.
InterContinental Hotels Group hopes brand will be known for making guest stays more comfortable and memorable through thoughtfully designed and flexible spaces that enable easier transition between work and rest.