Atwell, a fresh lifestyle brand from IHG Hotels & Resorts, has launched its first hotel in Greater China, specifically in Shanghai’s Putuo District. The Atwell Suites Shanghai Wuning includes 174 guest rooms.
The Atwell brand aims to resonate with younger travelers, providing a cozy, residential feel with modern smart home technology. Guests can easily manage the room environment—like temperature and lighting—through voice commands or with a single touch. This aligns with a growing trend among younger consumers who crave more than just a place to sleep. They want authentic experiences that make them feel connected to the cities they visit.
IHG’s CEO for Greater China, Daniel Aylmer, highlighted this shift in travel expectations. He emphasized that today’s younger travelers are looking for “living destinations” where they can immerse themselves in local culture.
The design of the Atwell Suites focuses on lifestyle. It features unique elements like high bar seating and a Social Hub, equipped with laundry facilities, lounge areas, fitness equipment, and even game consoles. This setup fosters social interactions and a sense of community among guests.
What makes the Atwell brand stand out is its “high-premium, low-cost” model, which offers an attractive option for hotel owners while being backed by IHG’s extensive operations and marketing systems. The company’s strategy seems to be paying off; IHG plans to expand Atwell throughout major cities in Greater China.
Interestingly, Atwell first emerged in the U.S., with its debut in Denver in June 2022. This international rollout reflects a broader trend in the hospitality industry, where brands are diversifying to meet the demands of modern travelers.
In recent surveys, over 60% of young travelers expressed a desire for hotels that provide unique local experiences rather than just typical amenities. This feedback shows that Atwell is not only addressing a market need but also actively participating in shaping the future of travel accommodations.
For more insights on this evolving hospitality trend, you can visit the Harvard Business Review for thorough research and expert opinions.
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