IHG launches upper-midscale, all-suites brand: Atwell Suites

In the never-ending competition between hotel companies over guests, every perceivable gap in the accommodation market is being filled: Now, InterContinental Hotels Group (IHG) is launching a new brand, Atwell Suites. It’ll be an all-suite brand in the upper-midscale market. Find out how Atwell Suites wants to stand out in a crowded market – check out the details and design photos below!

Just like car companies are trying to come up with ever new “niche cars” – convertible SUV anybody? – hotel companies are adding one brand after the other. Much of that is not really customer demand, but driven by hotel operators who would rather open a new Atwell Suites property than the 5th Holiday Inn Express in town. 
Atwell Suites is positioned as upper-midscale, fitting in between the existing Candlewood Suites and Staybridge Suites. They are also targeting somewhat shorter stays, fitting between those extended stay brands and regular hotels, like Holiday Inn Express. To support that, Atwell Suites will offer complimentary breakfast (like Holiday Inn Express) and only limited kitchenettes (rather than full kitchens) with a small fridge, microwave, coffee maker and sink.

The rooms will be available as king and double queen rooms.

The bathrooms are compact and modern, with showers and plenty of space for a weeks worth of stuff!

They’ll also feature a pull-out sofa, accommodating families, as well as a high-table separating the living and sleeping areas, allowing you to eat or work in the room – a novel concept that Marriott ignored with their moxy brand!

But, similar to other new brands, Atwell Suites would rather you hang out in the common areas than in your hotel room. To accommodate that, they’ll offer food & beverage in the Golden Hours – a complimentary breakfast in the morning and snacks and drinks at the bar in the evening. Work spaces or areas to lounge should be part of the plan.

Even though nobody has really been waiting for yet another hotel brand, this is a hotel I would probably enjoy. It looks like an updated Holiday Inn Express with a kitchenette – and I’d consider that a good thing. 
You can keep your credit cards in your wallet for now – the first Atwell Suites is not expected to open till 2021 and it’ll likely be a little longer until I’ll have a chance to try one!

To read more details (and see lots of photos of happy, young people), check out the Atwell Suites brand website.

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