IHG Launches New All Suites Brand Called Atwell Suites

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IHG Launches New All Suites Brand Called Atwell Suites

IHG announced their newest brand yesterday in Las Vegas called Atwell Suites.  The new brand is aimed at the upper-midscale market that has an estimated $18 billion in revenue each year.

It appears this all suite brand is aimed at the business traveler that has longer stays and wants a work/sleep space balance.  They are going after the middle management workers that have a little extra budget than your traditional Holiday Inn Express.

Keith Barr, Chief Executive Officer, IHG, 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.”

According to the AP press release the hotels will have the following:
  • All-studio suites: Atwell Suites properties will offer all-studio suites which include 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 oversized vanity in the bathroom; and a 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. The Atwell Suites brand’s design allows guests to create their own environment with more flexible meeting spaces – including a meeting room integrated into 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 include a complimentary hot breakfast that will feature two to three signature hot items, alongside cold, grab-and-go options and premium coffee. Additionally, guests may enjoy a bar in the lobby at the end of the day that will serve small plates paired with a drink menu.
  • Leading technology: Atwell Suites properties will include 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. Self check-in will be offered at tablets in close proximity to the front desk/bar area.

IHG expects this new brand to be franchise ready by the fall of 2019.  They then plan to start construction in 2020 with the first hotels opening in 2021. You can get more info at their Atwell Suites site.

My Thoughts

To me this looks like a Candlewood Suites with better color choices.  I don’t see this being anything special and I bet they will be in the 40-60K points per night range.  And since I don’t find IHG points easy to earn this isn’t of much interest to me personally.

For people that are forced to stay at IHG hotels because of their workplace partnership this could be a good thing.  Getting a little extra space on longer trips is always a plus.

On another note why do hotel companies just continue adding brands?  Why not refresh what you have instead of throwing more junk on the pile?  Remodel what Candlewood or Staybridge suites would be going forward and call it good.

Source: PRN News Wire

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