Following its brand portfolio development strategy, IHG launches a new brand.
Keith Barr, Chief Executive Officer, IHG, commented: “The Atwell Suites brand is tailor-made to meet the significant demand in the upper-midscale segment for a new all-suites brand. 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, socialise or explore over a four-to-six-night stay. As we focus on accelerating our growth, the brand will further extend our leading position in the mainstream space.”
The hotels are designed around three keypoints :
- Flexible & Enriching Spaces where "Welcoming public areas feel like destinations for collaborative working, relaxing, or making connections."
Golden Hours Food & Beverage when " A complimentary breakfast starts the day when the sun’s coming up, and a paid bar with small plates gets the evening going."
Genuine Connections to "inspire guests to share recommendations and discover more about each other and their journey."
First properties are expected to be signed by fall 2019 and open in 2021.
"Key elements of the initial owner offer will include:
- Target build cost between $105k – $115k per key (excluding land costs), with estimated site size of two acres
- 5% royalty fee
- First 100 signed license agreements will be eligible for a 2% fee discount in year one and 1% fee discount in year two (2/1 royalty fee reduction)"
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