InterContinental Hotels Group today launched Atwell Suites, an upper-midscale all-suites brand that the company teased in February. It's aimed at a "new target guest" the company's market research identified as an "opportunity seeker" who "views every trip as a chance to discover more. They use travel for personal growth." The business-to-leisure mix for the new brand is anticipated at 50/50, with guests staying an average of four to six nights.
Atwell Suites king suite
IHG's research showed a market for guests looking for experiences and amenities that fall between traditional extended-stay and select-service hotels and estimates the segment to be worth $18 billion. The studios will have kitchenettes—including counter-height refrigerators, microwaves, coffeemakers and sinks—but will not provide full cooking capabilities; the company found that the target guest does not like to cook, even when staying for a longer period of time. The rooms will be segmented for relaxing, sleeping and working and will be outfitted with IHG Connect Wi-Fi and with IHG Studio, which will allow guests to connect their smartphones to their rooms' 55-inch TVs. The king studio suite will be 321 square feet, and the double queen studio, with two queen-size beds, will be 409 square feet.
The public spaces will include flexible meeting rooms integrated into the lobby, outdoor space, "huddle areas" and public/private workspaces. Food options will include complimentary hot breakfast alongside coffee and cold, grab-and-go options. A bar in the lobby in the evenings will serve small plates. Self-check-in on tablets will be near the front desk.
The new-build brand will focus on the U.S. initially. IHG plans to have the brand franchise ready in the fall of 2019, to begin construction in 2020 and to open its first property in 2021.
Additional Brand Updates
IHG also updated the designs and prototypes for its Holiday Inn brand and for extended-stay brands Staybridge Suites and Candlewood Suites.
The H4 prototype for Holiday Inns is built on the brand's H4 interior design, which rolled out two years ago. It features a greater degree of flexibility and openness in public spaces, the new Toast to Toast food-and-beverage solution, and adaptable meeting space.
The design for Staybridge Suites will roll out in October and will include an exterior design with a front porch; public spaces with shared workspaces, areas to socialize and more seating; and a new breakfast space that can transition to a lounge area and connect to the outdoor space.
Candlewood Suites is getting a new brand logo, along with a new design. The logo will begin to appear this summer, while the updated design will begin to roll out in December. Changes include an exterior with more windows to let in additional light, an open and modern lobby with communal areas and enhanced guest rooms with updated recliners, larger TVs, twice as much storage and contemporary kitchens with additional storage.
"We have seen a blend between business and leisure and how they work and enjoy life, during the week and on the weekend," said Americas CEO Elie Maalouf. "Unless you're in a resort location, most guests are doing a bit of both all the time, and many of our new designs cater to this new lifestyle."