IHG Hotels & Resorts (IHG) launched its new exquisite lifestyle brand, Atwell Suites, in Greater China. Using “new territorial home” as the core design concept, Atwell Suites is dedicated to offering a high-quality experience for young guests seeking an exquisite lifestyle, and creating a living space with aesthetic value, emotional value and spiritual value. It also offers a new choice with excellent returns for hotel investors through a high premium and low cost business model.
Daniel Aylmer, CEO, IHG Greater China, said, “With years of in-depth insights in Greater China, we have witnessed the domestic hotel market enter a new era that is more professional and segmented. Aligning with the trends in market development, we launched the exquisite lifestyle brand, Atwell Suites, which not only enriches our brand portfolio in Greater China but also offers guests and investors more diverse options. This move further confirms our focus on the Greater China market. We hope that Atwell Suites will become a new growth engine for the group in China, further contributing to the high-quality development of the cultural tourism market.”
Build a Stylish Life and Convey the Concept of Exquisite Lifestyle
With the post-90s and post-00s generations becoming the main force of hotel consumption, how to capture young guests has become a crucial task for hotel groups and brands. They have rich travel experience and prefer a relaxed and casual lifestyle, seeking diverse and personalized accommodation experiences. The new brand is tailored for young guests with an exquisite lifestyle and is committed to building a “new territorial home” for them, ensuring that each stay in the trip can not only feel familiar and comfortable like home, but also experience the surprise and pleasure beyond home.
The brand value of Atwell Suites is to inspire the journey. The open space layout, the embellishment of colors, the decoration of artworks, and the carefully designed high-quality daily necessities all create a sense of art in life, allowing guests to immerse themselves in the “stylish life”. In different destinations, Atwell Suites combines different regional cultures to provide guests who come from afar or nearby with special dining and social spaces connected to the city atmosphere, lifestyle collection stores and offline cultural and artistic community activities from time to time. These allow Atwell Suites to integrate into the local culture and become an “inspiration habitat” for guests.
Atwell Suites adopts the “new territorial home” design concept, using natural warm earth color as the main color system, adding green plants and artwork decoration to create a comfortable and interesting multi-life field. The four brand hallmarks—living comfort, aesthetic lifestyle, smart home and local inspiration, make Atwell Suites a familiar and innovative living space.
- The LIVING ROOM adopts an open interior layout centered around a one-stop service island that bridges the retail space and the welcome drink area. It uses soft partitions and greenery to create a layered space.
- The name of the DINING ROOM B.N.B is composed of three signature foods, Baozi, Noodle, and Beer. The design of the dining room is focused on the social experience, creating a dynamic and relaxed atmosphere. The ingenious space layout connects the dining room to the city. In addition to the carefully crafted creative menu around Baozi, Noodle, and Beer, it also provides all-weather coffee and tea, turning the dining room into a new space to cater to the social preferences and slow life of today’s young guests.
- The RETAIL SPACE represents the life aesthetic of Atwell Suites and is dedicated to sharing an exquisite lifestyle with a wider audience. It collects independent designer brands, artist collaboration series, and quality products created by Atwell Suites. Upholding a sustainable philosophy, the RETAIL SPACE selects environmental products made from recycled or eco-friendly materials, and classic handicrafts that reflect local characteristics. These products not only look exquisite, but can also be used continuously in daily life, allowing guests to slowly taste the texture of life through these products.
- The SOCIAL HUB provides a social leisure area with laundry and fitness functions, as well as seating, game consoles and other facilities to make the experience more comfortable.
The BEDROOM creates a warm and aesthetic home atmosphere through spatial layout and functional design. The leisure high bar offers a cozy private social space and work area, and the smart room system is equipped to meet the needs of modern young guests for technology and intelligent experiences.
Offer a Smart Investment that Generates Returns for Owners
The current hotel market has changed from high-speed growth to steady growth. According to Accenture’s forecast, the average annual growth rate will reach 6.4% in the next 10 years. The domestic hotel market still shows great development potential and unlimited business opportunities. With its unique brand positioning, clear business investment model and strong customer base and operational support from IHG, Atwell Suites will become a pioneering brand in the domestic high-end selected service hotel market, opening a new track for hotel investment.
As the lifestyle brand from IHG, Atwell Suites not only hopes to make young guests “live well”, but also hopes to make investors “earn well”. After a year of product development, Atwell Suites has managed to maintain high quality while controlling the cost per room. Its high premium and low-cost investment advantage offers a new investment option for investors and owners, generating rich profits and returns.
Furthermore, based on the group’s international perspective and local insights, IHG will provide comprehensive support and assurance to Atwell Suites investors from development to operations. Additionally, the 130 million active members of IHG® One Rewards worldwide provide a strong guest base and revenue guarantee for the hotel. Combined with IHG’s mature global network, standardized brand operations, and stable management systems, Atwell Suites offers significant investment advantages. IHG’s steady growth, superior brand recognition, and extensive hotel management experience in the Greater China market have also laid a solid foundation for the new brand’s development in the region.
Kent Sun, Chief Development Officer of IHG Greater China, said: “After extensive market surveys for businesses and consumers, Atwell Suites has arrived in to meet the market’s diverse needs, finally joining our brand family in Greater China. In the future, we hope to introduce Atwell Suites to the core business districts of first-tier and new first-tier cities. We look forward to partnering with more passionate and ideal investors to build an exquisite lifestyle hotel that emphasizes aesthetics and style, so that our guests can find their place of belonging and pursue their aspirations with enthusiasm.”
