IHG’s Atwell Suites launches U.S. franchise sales

IHG expects the first Atwell Suites hotel to open in 2021. Photo credit: IHG

IHG launched franchise sales efforts for its newest brand, Atwell Suites, in the United States. The company expects the upper-midscale brand’s first locations to begin construction in early 2020 and open in 2021.

The company’s current offer includes:

  • Target build cost between $105,000 – $115,000 per key (excluding land costs), with estimated site size of 2 acres
  • 5 percent royalty fee
  • 4.75 percent loyalty rate
  • A 2 percent royalty fee discount in year one for license agreements that are signed before March 2021 and a 1 percent royalty fee discount in year two if all opening milestones are achieved.

Atwell Suites’ initial development is focused in the U.S. market and will predominantly consist of new-builds, following a prototypical design, with conversions being considered on a case-by-case basis. In August, IHG said it had received more than 50 expressions of interest from owners interested in developing the Atwell Suites brand since it first launched in May.

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"We used extensive consumer research and insights, as well as close collaboration with our existing owners, to create Atwell Suites as a unique brand that is both efficient for owners and inspiring for guests,” Jennifer Gribble, VP for Atwell Suites, said in a statement. "We’re excited to bring a new brand to the marketplace that creates an environment where guests can be at their most inspired, most productive and most rested.”

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