IHG Launches Atwell Suites in Greater China

Daniel Aylmer, CEO of 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 enriches our brand portfolio in Greater China and 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

As the post-90s and post-00s generations become the primary force in hotel consumption, capturing the attention of young guests has become essential for hotel groups and brands. These travellers have diverse experiences and prefer a relaxed, casual lifestyle, seeking personalized accommodation options. A new brand has been developed to cater to the needs of young guests who appreciate an exquisite lifestyle. Its goal is to create a "new territorial home" for these guests, ensuring that each stay feels familiar and comfortable, like home, while also offering surprises and delights that go beyond their typical home experiences.

The brand value of Atwell Suites is to inspire journeys. With an open space layout, vibrant colour embellishments, artistic décor, and thoughtfully designed high-quality amenities, Atwell Suites creates a sense of art in everyday life, allowing guests to fully immerse themselves in a "stylish life." In various destinations, Atwell Suites integrates regional cultures, providing guests—whether they are from far away or nearby—with special dining experiences and social spaces that reflect the local atmosphere, alongside lifestyle collection stores and occasional offline cultural and artistic community events. This approach helps Atwell Suites blend into the local culture and become an "inspiration habitat" for its guests.

Atwell Suites embraces the "new territorial home" design concept, featuring warm earth tones as the primary colour palette, complemented by greenery and artistic decorations to create a comfortable and engaging multi-functional space. The four brand hallmarks—living comfort, aesthetic lifestyle, smart home technology, and local inspiration—position Atwell Suites as both a familiar and innovative living space.

• The LIVING ROOM adopts an open interior layout centred 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 comprises three signature foods: Baozi, Noodle, and Beer. The dining room design 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 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 broader 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 look exquisite and can be used continuously in daily life, allowing guests to taste the texture of life through these products slowly.

• 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, 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 excellent development potential and unlimited business opportunities. With its unique brand positioning, transparent business investment model, 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 hopes to make young guests "live well" and 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. 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."