Boutique Design - June 2019 - 6

Does the world really have room (or demand) for another hotel brand? Intercontinental Hotels Group (IHG) executives cited $18 billion worth of reasons why
they think it does when they unfurled the company's new Atwell Suites flag at its
Americas Investors & Leadership Conference held last month in Las Vegas. This
freshly minted upper-midscale brand is targeting what IHG's leadership sees as
an underserved but fast-growing market for longer-stay properties.
According to IHG officials, research used in developing Atwell Suites highlighted consumer interest in a concept that would have "right-sized amenities and services" for a four- to six-night stay. That positioning allows this
nascent brand to slot in between traditional extended-stay concepts averaging a week's stay or more (as in IHG's Staybridge Suites and Candlewood
Suites brands) and traditional short-stay select-service offers (think: Holiday
Inn Express or its two-year-old sister, avid hotels). It also gives developers a
fresh product for local markets that complements rather than cannibalizes
business from existing portfolios.
It's not just the average length of stay that's different, says IHG's leadership.
These travelers want to do more than book a room; they're looking for travel
experiences that enable them to discover, learn and grow. Using that, IHG
coined the term "opportunity seeker" to describe Atwell's core customer. The
design and service platforms flowed from that profile, integrating flexibility
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throughout the property with spaces and programs that encourage social
interaction and foster "a spirit of kinship" among guests.
"The Atwell Suites brand is the latest example of how IHG identifies a new
growth opportunity from deep traveler insights and collaborates with our
owners to develop a new brand customized to better serve guests," says Elie
Maalouf, ceo, Americas, IHG. Adds Keith Barr, ceo, IHG, "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, socialize or explore."
IHG also sought out outside perspectives for the flag's look and feel. "We
utilized industry innovation and design experts to create Atwell Suites. //3877
are our prototype designers and have brought the brand to life in the physical
environment," says Rebecca Williamson, director, global brand design
programs, mainstream growth category and avid hotels, IHG.
Although design details are under wraps, here are the building blocks
designers will need to incorporate when making presentations to prospective clients:
* All-studio suites: Atwell Suites properties will offer all-studio suites that
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 pull out sofa; an oversized vanity in the

C O U R T E S Y O F I N T E R C O N T I N E N TA L H O T E L S G R O U P

IHG TAPS LONGER-STAY MARKET WITH 17TH BRAND'S DEBUT
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Boutique Design - June 2019

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