IHG Hotels & Resorts has launched its new lifestyle brand, Atwell Suites, in Greater China. Designed as a 'new territorial home', Atwell Suites aims to provide a high-quality experience for young travellers, focussing on aesthetic, emotional, and spiritual values. The brand targets the post-90s and post-00s generations, offering a relaxed and personalised accommodation experience that feels familiar and inspiring.
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."
The design features open spaces, warm earth tones, and local cultural elements, creating a comfortable and engaging environment. Key areas include the LIVING ROOM, a service-focused space; the DINING ROOM B.N.B, which emphasizes social dining; the RETAIL SPACE showcasing independent brands; and the SOCIAL HUB for leisure and fitness activities.
Atwell Suites also presents a business model that combines high returns for investors with low operational costs, positioning it as a promising option in the evolving hotel market. IHG's established support network and the backing of its 130 million IHG® One Rewards members further enhance the brand's potential for success 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 emphasises aesthetics and style so that our guests can find their place of belonging and pursue their aspirations with enthusiasm.”
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