LAS VEGAS—IHG has launched a new upper-midscale hotel brand—Atwell Suites—and revealed new brand prototypes at its Americas Investors & Leadership Conference.
“The Atwell Suites brand is a strong complement to IHG’s established brands, with an average daily rate within the upper-midscale price point,” said Elie Maalouf, CEO, Americas, IHG. “The 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.”
At an Atwell Suites property, each suite will have 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 oversize vanity in the bathroom; and a closet that can be accessed from both the guestroom and the bathroom.
IHG designed the brand for the “Opportunity Seeker,” a gregarious guest who needs somewhere to stay for four to six nights.
Each Atwell Suites property will provide spaces to connect and collaborate; the “Golden Hour” F&B, which offers guests F&B options in the morning and at night; and streaming technology in the guestrooms.
Key elements of the initial owner offer will include the following:
- Target build cost between $105k-$115 per key (excluding land costs), with estimated size of two acres
- Five percent royalty fee
- First 100 signed license agreements will be eligible for a 2% fee discount in year one and 1% fee discount in year two (2/1 royalty fee reduction)
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. There are zero franchise agreements to date.
Initial development will be focused in the U.S market, and the brand will be new-build led following a prototypical design; however, IHG doesn’t know how long an Atwell Suites property will take to build.
“Guests at Atwell Suites properties are not simply booking a room, but seeking opportunities to discover new things, learn and grow as they travel—perhaps even extending their stay a few days to explore a destination,” he said.
At the conference, IHG also revealed new brand prototypes for Holiday Inn, Staybridge Suites and Candlewood Suites.
For Holiday Inn, the H4 prototype, an evolution of the H4 Design, has flexible, open public spaces, multiple restaurant concepts, adaptable meeting spaces and a new room design.
The new design solution for Staybridge Suites, Generation 7.0, slated to roll out in October 2019, includes a new exterior design, a reimagined public space and updated suites.
Candlewood Suites’ Beacon 4.0 will fully roll out in December 2019.