ATLANTA, Sept. 16, 2019 /PRNewswire/
-- IHG® (InterContinental Hotels Group), one
of the world's leading hotel companies, announces today that it has
launched franchise sales efforts for its newest brand – Atwell
Suites™ – in the U.S. The new upper-midscale hotel brand targets an
estimated $18 billion industry
segment which has grown by 70 percent over the last four years.
Atwell Suites was first unveiled in May
2019 to thousands of IHG owners and operators at its
Americas Investors & Leadership Conference in Las Vegas.
Elie Maalouf, Chief Executive
Officer, Americas, IHG, commented: "IHG's brands are known
and loved around the world, with the Americas region serving as the
birthplace of the Holiday Inn and Holiday Inn Express brands, as
well as avid hotels – the fastest brand launch in our history. The
Atwell Suites brand builds on this track record of growth, value
and innovation for owners, while offering guests something truly
distinct in the growing upper-midscale segment."
The Atwell Suites brand is designed for a new type of guest who
is seeking opportunities to discover, learn and grow as they travel
– perhaps even extending their stay a few days to explore a
destination. IHG designed Atwell Suites for this new generation of
travelers, integrating flexibility throughout the property with
spaces and programs that encourage social interaction and help
foster a spirit of kinship among guests.
Jennifer Gribble, Vice
President, Atwell Suites, IHG,
commented: "We used extensive consumer research and
insights, as well as close collaboration with our existing owners,
to create Atwell Suites as a unique brand that is both efficient
for owners and inspiring for guests. We're excited to bring a new
brand to the marketplace that creates an environment where guests
can be at their most inspired, most productive and most
rested."
IHG today also released new Atwell Suites renderings, further
illustrating how the brand is designed to bring inspiration to
every journey.
The exterior design for Atwell Suites properties creates a
distinctively modern and welcoming first impression for guests,
with interest from all angles thanks to a mix of neutral tones and
textures. Windows frame the two-story lobby, acting as an
intriguing reveal of the brand's shared spaces and an encouraging
invitation to come inside.
The lobby space mixes private and shared areas to perfectly suit
guests' transition from work to leisure – creating a comfortable,
welcoming feel any time of day. The reception area and bar are the
central elements of the brand's first-floor shared space and evolve
seamlessly throughout the day. The lobby's double height space is
open to the second floor, bringing in lots of natural light for a
fresh, airy feel, with the open stair connecting the first-floor
lobby to the second floor, and inviting guests upward. IHG also
expects to share more information on a one-story lobby solution for
owners in November 2019.
Signature features of the Atwell Suites brand include:
- All-studio suites: Atwell Suites properties will offer
all-studio suites which include distinct zones for living and
sleeping; a wet bar with undercounter refrigerator, microwave,
coffeemaker and bar sink; a work area with a high-top desk; a
pull-out sofa; an oversized vanity in the bathroom; and a two-sided
closet that can be easily accessed from both the guestroom and the
bathroom.
- Spaces to connect and collaborate: Guests will be able
to easily move from their rooms to public spaces in order to relax,
work, collaborate and create connections in whatever way works best
for them. Atwell Suites' design allows guests to create their own
environment with more flexible meeting spaces – including a
flexible meeting room integrated into the second floor of the
lobby, outdoor space, huddle areas and public/private working
spaces.
- "Golden Hours" F&B: Atwell Suites properties will
offer F&B options for when the sun is coming up and going down.
All hotels will offer a complimentary hot breakfast that will
feature two to three rotating signature hot items alongside a
variety of morning favorites, as well as premium coffee and
espresso. Additionally, guests may enjoy a paid bar in the lobby at
the end of the day that will serve small plates of cravable items
such as dips, tacos and flatbreads, paired with a drink menu
featuring beer, wine and cocktails.
Atwell Suites properties will feature the latest technology
solutions to power the guest experience, including IHG's
industry-leading in-hotel Wi-Fi, IHG® Connect. 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.
Atwell Suites is a strong complement to IHG's established
brands, offering an average daily rate within the upper-midscale
price point. Atwell Suites properties can be developed in any
market and will be efficient to build, operate and maintain –
consistent with the company's commitment to a positive owner
experience for all of its brands. Additionally, Atwell Suites'
efficiently designed building and operating model will minimize the
number of employees required to provide exceptional service for
hotel guests.
With initial development focused in the U.S. market, the brand
will be predominantly new-build following a prototypical design,
with conversions also being considered on a case-by-case basis. In
August, IHG announced that it had received more than 50 expressions
of interest from owners in developing the Atwell Suites brand just
a few months following the brand's launch. IHG expects the first
Atwell Suites locations to begin construction in early 2020 and
open in 2021.
The offer available from IHG includes:
- Target build cost between $105k –
$115k per key (excluding land costs),
with estimated site size of two acres
- 5% royalty fee
- 4.75% loyalty rate
- License agreements which are signed before March 2021 will be eligible for a 2% royalty fee
discount in year one and 1% royalty fee discount in year two if all
opening milestones are achieved
To learn more, visit www.atwellsuites.com.
About IHG®:
IHG® (InterContinental Hotels Group) [LON:IHG,
NYSE:IHG (ADRs)] is a global organisation with a broad portfolio of
hotel brands, including Six Senses Hotels Resorts Spas, Regent
Hotels & Resorts, InterContinental® Hotels &
Resorts, Kimpton® Hotels & Restaurants, Hotel
Indigo®, EVEN® Hotels, HUALUXE®
Hotels and Resorts, Crowne Plaza® Hotels & Resorts,
voco™, Holiday Inn®, Holiday Inn Express®,
Holiday Inn Club Vacations®, Holiday Inn
Resort®, avid™ hotels, Staybridge Suites®,
Atwell Suites™,and Candlewood Suites®.
IHG franchises, leases, manages or owns more than 5,700 hotels
and nearly 856,000 guest rooms in more than 100 countries, with
over 1,900 hotels in its development pipeline. IHG also manages
IHG® Rewards Club, our global loyalty programme, which
has more than 100 million enrolled members.
InterContinental Hotels Group PLC is the Group's holding
company and is incorporated in Great
Britain and registered in England and Wales. More than 400,000 people work across
IHG's hotels and corporate offices globally.
Visit www.ihg.com for hotel information and reservations
and www.ihgrewardsclub.com for more on IHG Rewards Club. For
our latest news, visit: www.ihgplc.com/media and follow us on
social media at: https://twitter.com/ihgcorporate,
www.facebook.com/ihgcorporate and
www.linkedin.com/company/intercontinental-hotels-group.
About the Atwell Suites™ brand:
The newest brand from
IHG, Atwell Suites, was designed for guests who are not simply
booking a room, but seeking opportunities to discover, learn and
grow as they travel. Atwell Suites properties will offer all-studio
suites featuring distinct zones for living and sleeping; a
comfortable and inviting public area with flexible spaces for
working or socializing; and a complimentary daily hot breakfast and
an evening bar serving small plates paired with a drink menu. The
brand is currently available for franchising in the U.S., with
consideration for both new build construction and conversion
properties. The Atwell Suites brand launched in May 2019 and expects to open its first property
in early 2021. To learn more about the Atwell Suites brand, visit
atwellsuites.com.
View original content to download
multimedia:http://www.prnewswire.com/news-releases/ihgs-new-atwell-suites-brand-launches-franchise-sales-in-the-us-300918825.html
SOURCE IHG (InterContinental Hotels Group)