In a bold move to tap into the evolving hospitality market in Greater China, IHG Hotels & Resorts has launched its new lifestyle brand, Atwell Suites. Officially unveiled on November 22nd, Atwell Suites is designed to cater to the dynamic and sophisticated needs of young, modern travelers. With its unique concept of a “new territorial home,” Atwell Suites aims to offer guests not only a comfortable and stylish living space but also a memorable experience that blends art, culture, and technology in an aesthetically pleasing environment.
This new brand marks a significant milestone for IHG as it continues to expand its portfolio in Greater China, aligning with the latest market trends and responding to the growing demand for lifestyle-focused hospitality experiences. Atwell Suites is tailored to provide both high-quality experiences for guests and a lucrative investment model for hotel owners, making it a standout choice in an increasingly competitive market.
Building a Stylish Life: The Concept Behind Atwell Suites
As the hotel industry in China shifts toward greater segmentation and sophistication, Atwell Suites emerges as a direct response to the evolving preferences of travelers, particularly younger generations. The post-90s and post-00s demographics are now the driving force behind hotel consumption. These guests are not only well-traveled but are also seeking personalized and engaging experiences that align with their lifestyle values. Atwell Suites is designed specifically with this in mind, offering a “new territorial home” where comfort, style, and modernity converge.
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.”
Atwell Suites offers more than just a place to stay; it offers a way of life. The open space layout, the use of natural warm earth tones, and the integration of local culture through artwork and design elements create a living space that is both familiar and innovative. Atwell Suites invites guests to immerse themselves in a “stylish life” that balances aesthetics with functionality. Every corner of the hotel, from the carefully selected furniture to the thoughtful inclusion of greenery and art, reflects the brand’s core values of living comfort, aesthetic lifestyle, smart home technology, and local inspiration.
Key Features and Design Elements of Atwell Suites
Living Room: A Welcoming, Open Space
The Living Room of Atwell Suites is designed with an open-plan layout centered around a service island that bridges the gap between the retail space and the welcome drink area. This space is carefully partitioned using soft elements and lush greenery, creating a layered and dynamic environment that fosters both comfort and engagement. It’s a place where guests can feel relaxed yet connected to the surrounding atmosphere, ideal for those seeking both quiet reflection and social interaction.
Dining Room: B.N.B – Baozi, Noodle, and Beer
The Dining Room, named B.N.B, offers a unique dining experience inspired by three iconic foods: Baozi (steamed buns), Noodle, and Beer. This creative concept reflects Atwell Suites’ commitment to providing a social space for guests to connect over meals and drinks. The design is centered around creating a relaxed and dynamic atmosphere, where guests can enjoy not only a thoughtfully crafted menu but also all-weather coffee and tea, making it a flexible and inviting space for socializing or unwinding.
Retail Space: A Curated Selection of Art and Design
The Retail Space at Atwell Suites serves as a lifestyle showcase, curating a collection of independent designer brands, artist collaborations, and high-quality products created by the brand itself. With an emphasis on sustainability, this space features environmentally conscious products made from recycled or eco-friendly materials, along with locally inspired handicrafts. These items reflect the brand’s commitment to aesthetics and functionality, offering guests the opportunity to engage with local culture and take home something uniquely tied to their stay.
Social Hub: A Dynamic Leisure Space
Designed with young travelers in mind, the Social Hub provides a multifunctional leisure area that includes laundry and fitness facilities, as well as comfortable seating, game consoles, and other amenities for a well-rounded guest experience. The hub is intended to provide a sense of community and comfort, offering a place where guests can unwind, socialize, or stay active during their travels.
Bedroom: Comfort Meets Smart Technology
The Bedroom at Atwell Suites combines modern design with functionality. It creates a warm and aesthetic atmosphere through spatial layout and functional design elements. The leisure high bar area provides a private social space and work zone, while the smart room system ensures that the technological needs of young travelers are met. This blend of comfort, style, and tech integration positions Atwell Suites as a forward-thinking hotel that anticipates the needs of modern guests.
A Smart Investment Opportunity for Hotel Owners
Beyond offering a unique experience for guests, Atwell Suites also provides an attractive investment opportunity for hotel owners. As the hotel market in China transitions from high-speed growth to steady expansion, Atwell Suites offers a high-premium, low-cost investment model that is particularly appealing to owners seeking to maximize returns. With a design that focuses on quality and efficiency, Atwell Suites manages to keep operational costs low while providing a superior guest experience.
According to a forecast by Accenture, the Chinese hotel market is expected to grow at an average annual rate of 6.4% over the next decade, signaling continued opportunity in the region. With this in mind, Atwell Suites is poised to become a leading brand in the high-end select-service hotel market in Greater China. Its unique positioning and clear business model make it an attractive option for investors looking to capitalize on the burgeoning hospitality sector.
In addition to the brand’s strong value proposition, IHG offers a comprehensive support package to its investors. This includes development support, operational guidance, and the backing of IHG’s global brand recognition and management expertise. Furthermore, with access to IHG’s 130 million active members through the IHG® One Rewards program, Atwell Suites benefits from a strong and loyal customer base, ensuring consistent occupancy rates and revenue generation.
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.”
Atwell Suites is more than just a new hotel brand; it represents a bold vision for the future of hospitality in Greater China. By catering to the lifestyle needs of young travelers and providing a smart investment model for hotel owners, Atwell Suites is set to redefine the landscape of lifestyle hotels in the region. Its commitment to design, sustainability, and local culture makes it an ideal choice for the next generation of guests, while its innovative business model provides attractive returns for investors. With the backing of IHG’s vast network and expertise, Atwell Suites is poised to become a driving force in the region’s growing hotel market.
Tags: Daniel Aylmer, Kent Sun, IHG Greater China, IHG Hotels and Resorts Atwell Suites in Greater China,
