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.
"We see an $18 billion opportunity with a segment of guests who really are not being served well in the industry today," said Heather Balsley, SVP of global marketing, mainstream category.
"This brand will rightsize the amenities that they need because right now they’re falling between the full amenities that an extended-stay brand offers and the more limited amenities that a select-service brand offers."
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.’
"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," Balsley added.
Rooms will come in two configurations – a 321-square feet studio with a single king bed or a larger studio with two queen beds.
