IHG Launches Atwell Brand in Shanghai, Expanding Lifestyle Offerings

What's Happening?

IHG Hotels & Resorts has introduced its new lifestyle brand, Atwell, with the opening of its first hotel in Shanghai, China. The Atwell Suites Shanghai Wuning is located in the commercial area of Wuning Road in the Putuo District and features 174 guest rooms. The hotel is designed with a focus on comfort and functionality, incorporating smart home systems in each room. Selected rooms feature high bar seating areas that are suitable for both work and leisure. The Atwell Suites Shanghai Wuning features various public spaces, including a semi-open streetside terrace at the B.N.B. Café, which offers dining and leisure options. The hotel also features the 'Dialecte' lifestyle boutique store, offering a retail experience that focuses on design and craftsmanship. Additional amenities include a gym and laundry facilities that combine fitness, laundry, and social interaction.

Why It's Important?

The launch of Atwell in Shanghai is part of IHG's strategic expansion in Greater China, where the company has been present for 50 years. The Atwell brand aims to strengthen IHG's presence in the selected service lifestyle segment, targeting younger consumers who prioritize individuality and quality. This expansion reflects IHG's commitment to diversifying its brand portfolio and tapping into the growing demand for lifestyle-oriented accommodations. The brand plans to expand further across tier-one, new tier-one, and key destination cities in Greater China, leveraging IHG's market insights and loyalty program. This move is expected to enhance IHG's competitive edge in the hospitality industry and attract a new generation of travelers.

What's Next?

Looking ahead, Atwell will leverage IHG's global brand influence, local market insights, and the scale of IHG One Rewards to attract a new generation of travelers who seek individuality and quality. The brand will accelerate its expansion across tier-one, new tier-one, and key destination cities, bringing more inspiring 'new territorial homes' to high-potential markets in Greater China. This strategic growth is anticipated to bolster IHG's market position and drive profitability through increased brand recognition and customer loyalty.