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IHG’s Atwell Suites aims to ‘right-size’ extended-stay

IHG has introduced its third extended-stay brand, Atwell Suites, with a smaller kitchen and amped-up public spaces aimed at travelers who mix business and leisure trips.

The public space will be the focal point of the new brand, which had been hinted at months earlier by IHG CEO Keith Barr, with lobby F&B and bar and co-working and meeting spaces.

Bird's eye view of the king suite
Bird’s eye view of the king suite

“While the suite is important to (targeted guests), they spend a lot of their time in the public space, so we’ve designed the public space to support their time,” said Heather Balsley, IHG’s senior vice president of marketing, mainstream brands, of the all-suites brand. Atwell Suites was introduced on a phone call with press during the company’s Americas leadership and investors conference in Las Vegas; IHG CEO Keith Barr had hinted in recent months that a new brand was coming.

A view of the king suite
A view of the king suite

Balsley said the brand was targeting a US$18 billion opportunity between full and select-service that “right-sizes” amenities – that means a kitchenette, but no burners, and a high-top table that can serve as a dining table or desk – for guests staying an average of four to six nights.

The model

The franchise model will be ready in September, Balsley said, with the first hotels starting construction in 2020 and opening in 2021. Construction costs are estimated at US$105,000 to US$115,000 per key, with an “efficient” staffing model and a 5% royalty fee.

Target guest

 Balsley described the target guest as an “opportunity seeker”:

  • They view travel as a form of personal growth and trips as an opportunity to discover something new.
  • They may extend their business trip by a few days to explore the area and want to be able to shift from work and leisure, solo and group modes, in an inspiring and engaging place (“most of our guests are doing a bit of both all the time,” commented Elie Maalouf, CEO IHG’s Americas region).
  • They want to be among like-minded people even if they aren’t engaging directly with them.

F&B

Atwell Suites’ “Golden Hours” F&B is at the center of the public spaces, including:

  • Complimentary breakfast with two to three signature hot items, grab-and-go and coffee, with a host managing
  • In the evenings, the space switches to a bar with small plates and a drinks menu

Guest rooms

The all-studio suites have defined living and sleeping zones. Details:

  • King rooms: 321 square feet, with space separated by a counter-high desk
  • Double queen room: 409 square feet
  • Bathrooms are on an outside wall
  • 55-inch TVs
  • “Right-sized kitchenette”: IHG’s research showed that target guests don’t like to cook when they travel even when they stay longer, so there is a counter-height fridge, microwave and coffeemaker, but not full cooking capabilities.
A view into the king suite from the door (bathroom at right)
A view into the king suite from the door (bathroom at right)
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