IHG(US:IHG) Zhong Guo Jing Ji Wang·2025-08-29 08:37Core Insights - InterContinental Hotels Group (IHG) has launched its new lifestyle hotel brand, Atwell Suites, in Greater China, with the first hotel opening in Shanghai, focusing on a "refined lifestyle" concept aimed at creating high-quality stay experiences for lifestyle enthusiasts [1][12] - The brand emphasizes a shift in consumer travel preferences from "destination check-ins" to "living destinations," catering to younger travelers seeking authentic and comfortable living spaces that reflect local culture [1][12] Brand Concept - Atwell Suites embodies the philosophy of "building a refined lifestyle," integrating local inspiration into the travel experience, with a focus on style and taste reflected in the details [1][4] - The hotel design promotes a "home-like" comfort through warm spaces, high-quality amenities, and inspiring features, creating a sense of belonging for guests [4][6] Smart Features - The hotel is equipped with a comprehensive smart home control system, allowing guests to adjust temperature and lighting via voice control, enhancing the overall stay experience [4][12] - Additional amenities include a multifunctional fitness and laundry space, providing a social and recreational area for guests [4][7] Local Collaboration - Atwell Suites collaborates with lifestyle store "Fangyan" to incorporate local culture and sustainable products into the guest experience, enhancing the aesthetic quality of everyday items [5][12] - The on-site B.N.B restaurant offers a semi-open dining space with creative dishes and craft beverages, fostering a neighborhood social atmosphere [5][11] Market Positioning - Atwell Suites targets young consumers who value individual expression and quality living, aiming to establish a competitive advantage in the lifestyle hotel market [12] - The brand balances high quality with cost efficiency, attracting owners and partners through a favorable investment model [12] Strategic Expansion - The launch of Atwell Suites marks IHG's strategic expansion in the refined lifestyle travel sector, celebrating 50 years in Greater China [12] - Future plans include expanding into first-tier and emerging cities, leveraging IHG's global brand influence and extensive membership network to attract a new generation of lifestyle-focused travelers [12]