CHINA | IHG has launched Atwell Suites in China, its exquisite lifestyle brand, through a new core design concept and planning.
IHG Hotels & Resorts (IHG) has launched its new exquisite lifestyle brand, Atwell Suites, in Greater China. Using “new territorial home” as the core design concept, Atwell Suites is dedicated to offering a high-quality experience for young guests seeking an exquisite lifestyle, and creating a living space with aesthetic value, emotional value and spiritual value. It also offers a new choice with excellent returns for hotel investors through a high premium and low cost business model.
"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," said Daniel Aylmer, CEO, IHG Greater China.
With the post-90s and post-00s generations becoming the main force of hotel consumption, how to capture young guests has become a crucial task for hotel groups and brands. They have rich travel experience and prefer a relaxed and casual lifestyle, seeking diverse and personalised accommodation experiences. The new brand is tailored for young guests with an exquisite lifestyle and is committed to building a "new territorial home" for them, ensuring that each stay in the trip can not only feel familiar and comfortable like home, but also experience the surprise and pleasure beyond home.
The brand value of Atwell Suites is to inspire the journey. The open space layout, the embellishment of colors, the decoration of artworks, and the carefully designed high-quality daily necessities all create a sense of art in life, allowing guests to immerse themselves in the "stylish life". In different destinations, Atwell Suites combines different regional cultures to provide guests who come from afar or nearby with special dining and social spaces connected to the city atmosphere, lifestyle collection stores and offline cultural and artistic community activities from time to time. These allow Atwell Suites to integrate into the local culture and become an "inspiration habitat" for guests.
Atwell Suites adopts the "new territorial home" design concept, using natural warm earth color as the main color system, adding green plants and artwork decoration to create a comfortable and interesting multi-life field. The four brand hallmarks—living comfort, aesthetic lifestyle, smart home and local inspiration, make Atwell Suites a familiar and innovative living space.
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