IHG's lifestyle brand Atwell debuts in Shanghai

At Atwell Suites Shanghai Wuning, the first property of IHG Hotels & Resorts' new lifestyle hotel brand Atwell in China, guests will find Ovaltine ice cream and Shanghai salted soda water — nostalgic treats beloved by locals, paired with locally sourced premium coffee served in hand-painted cups.

This thoughtful blend of childhood nostalgia and local flavor is a reflection of Atwell's "territorial home" philosophy, designed to turn every stay into a journey of familiar comfort and pleasant surprises.

Atwell's focus on localized warmth stems from IHG's deep understanding of the Chinese market, an insight echoed by Daniel Aylmer, CEO of IHG Greater China.

"The Chinese consumer is actually really tough — they have so many choices, and they've evolved so fast," Aylmer said, referencing his 25 years of experience in China. "Travel is shifting from simple 'destination check-ins' to truly 'living destinations'. Younger travelers are seeking deeper connections with the cities they visit, looking for experiences that are authentic, comfortable and full of personality. Atwell was created to respond directly to these needs."

Beyond the nostalgic snacks, the hotel, with 174 guestrooms in Putuo district's bustling Wuning Road area, boasts local elements in every corner including the brand's B.N.B Bistro, named for three iconic local favorites; baozi (steamed buns); noodles; and beer — and has a semi-open space layout imitating a neighborhood vibe. Nearby, the "Dialecte "lifestyle boutique store showcases locally designed products and artistic collections.

"When we bring a brand to China, we don't just take it and land it — you have to localize it," Aylmer emphasized. "Atwell is built for Gen Z and millennial travelers who want to connect with the city, not just pass through it."

The brand's "Social Hub" — a multifunctional area combining laundry facilities, fitness equipment, seating and game consoles — transforms mundane tasks into social opportunities, aligning with younger travelers' desire for convenience and connections.

"We want people to come out of the hotel room," Aylmer explained. "You can sleep, you can work, and if you want to stay, you could stay. But you have the ability to go down to the lobby, sit in the lobby, meet people your age that have the same wants and needs. You have more connections."

Smart home technology further elevates the hospitality experience. Every room features a voice-controlled system to adjust lighting and smart TV casting, a heated towel rack in the bathroom, and some rooms even have an adjustable-height desk for work or relaxation. These elements balance modern efficiency with "home-like ease", a balance Aylmer noted is critical for success.

"We built Atwell to 'understand Chinese consumers', so they can relate to it. It's not just about a bed. It's about making them feel they get what they need."

Atwell represents a key step in expanding the group's lifestyle portfolio, and its ambition to make China its largest global market.

"We're growing faster today than ever before," Aylmer said. "Atwell fits perfectly between Holiday Inn and our more essential brands, filling a gap in the lifestyle segment."

For owners and partners, Atwell's "high-premium, low-cost" model offers strong returns, a factor Aylmer highlighted as critical to its future.

Looking ahead, Atwell plans to accelerate expansion across China's existing tier-one and new tier-one cities, with long-term potential to reach key destination cities.

"We have 833 hotels here now, and with 1.4 billion people and a growing middle-income group, China will be our biggest market someday," Aylmer said.

heqi@chinadaily.com.cn