InterContinental Group has formally launched its latest brand, the Atwell Suites.
The all-suite brand will position itself in the upper midscale segment and will fill a gap between current traditional extended stay and select service options, IHG CEO Keith Barr said.
The brand was unveiled at its Americas Investors and Leadership Conference in Las Vegas.
IHG will be targeting guests staying four to six nights.
Heather Balsley, SVP of global marketing, mainstream category, said: "We see an $18 billion opportunity with a segment of guests who really are not being served well in the industry today.
"We built this brand to be flexible, giving guests options so that they can choose the elements of the stay that are right for them at that moment."
IHG expects to start construction on the first Atwell Suites hotel in 2020 with a projected opening the following year.
It will be mostly new builds although IHG will consider brand conversions in ‘appropriate, high-quality, upper-midscale assets’.
Rooms will come in two configurations; a 321-square feet studio with a single king bed or a larger studio with two queen beds.
