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Rendering of the BEDROOM in Atwell Suites – Image Credit IHG Hotels & Resorts
On November 22nd, IHG Hotels & Resorts (IHG) introduced its new Atwell Suites brand in Greater China. This brand aims to cater to young guests seeking a high-quality experience, providing a living space with aesthetic, emotional, and spiritual value. With its high premium and low-cost business model, Atwell Suites offers a new investment opportunity for hotel investors.
At the brand launch ceremony, key officials from IHG Greater China were present, including Daniel Aylmer, CEO. Aylmer stated that the new brand is aligned with market development trends and offers guests and investors more diverse options. Aylmer hopes that Atwell Suites will become a significant growth engine for the group in China, contributing further to the development of the cultural tourism market.
Atwell Suites is designed to capture the interest of the post-90s and post-00s generations, who now form the main consumer base for hotels. The brand provides a “new territorial home” for these young guests, ensuring that each stay feels familiar and comfortable while offering new experiences.
The brand’s design concept of a “new territorial home” uses warm earth colors, green plants, and artwork to create a comfortable and interesting living space. Unique features include an open space layout, color embellishments, artwork decoration, and carefully designed high-quality daily necessities.
Atwell Suites also offers a variety of spaces for guests, such as the LIVING ROOM, which has an open interior layout, the DINING ROOM B.N.B., which focuses on the social experience, the RETAIL SPACE, which showcases the life aesthetic of Atwell Suites, and the SOCIAL HUB, a social leisure area with laundry and fitness functions. The BEDROOMS in Atwell Suites provide a warm, aesthetic home atmosphere with a smart room system for a more technologically advanced experience.
As the domestic hotel market shifts from rapid to steady growth, IHG sees Atwell Suites as a pioneering brand in the domestic high-end selected service hotel market. With its unique brand positioning, clear business investment model, and strong customer base and operational support from IHG, the brand offers a new track for hotel investment.
Kent Sun, Chief Development Officer of IHG Greater China, expressed that Atwell Suites aims to meet the market’s diverse needs and looks forward to introducing the brand to the core business districts of first-tier and new first-tier cities. He stated that IHG hopes to partner with more passionate and ideal investors to build an exquisite lifestyle hotel emphasizing aesthetics and style.
