InterContinental Hotels Group announced the launch of U.S. franchise sales for its new brand, Atwell Suites. The upper-midscale brand was unveiled in Las Vegas in May and is designed for new generations of travelers seeking a transformative travel experience.

“IHG’s brands are known and loved around the world, with the Americas region serving as the birthplace of the Holiday Inn and Holiday Inn Express brands, as well as avid hotels — the fastest brand launch in our history. The Atwell Suites brand builds on this track record of growth, value and innovation for owners, while offering guests something truly distinct in the growing upper-midscale segment,” said Elie Maalouf, CEO, Americas, InterContinental Hotels Group.

New renderings of Atwell Suites properties were released. Property exteriors are modern and welcoming, with a mix of natural tones and textures. Lobbies are two-story spaces with glass walls and an open design.

Atwell Suites offers all-studio suites with distinct living and sleeping areas, wet bars, refrigerators and microwaves, work areas, pull-out sofas, oversized bathroom vanities, smart TVs and closets accessible from both guestrooms and bathrooms. Public spaces flexibly transition from work to play, including outdoor areas, private social spaces and dedicated work spaces. Guests enjoy complimentary hot breakfast, premium coffee and espresso. The lobby includes an evening bar with small plates.

“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. 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,” said Jennifer Gribble, vice president, Atwell Suites, InterContinental Hotels Group.

InterContinental Hotels Group expects the first Atwell Suites properties to open in 2021.