Atwell Advances Its Footprint in Greater China with 'New Territorial Home', Deepening Its Lifestyle Positioning

IHG Hotels & Resorts’ lifestyle brand Atwell is expanding its footprint in Greater China with the opening of Atwell Hefei City Center, its second property in the region after Shanghai Wuning. This marks a deeper push into the lifestyle segment under its “New Territorial Home” concept.

Expansion Strategy:
Atwell is targeting core cities and high-potential locations, with upcoming projects in Suzhou, Nanjing, and Guangzhou.

Concept – “New Territorial Home”:
- Designed for experience-driven travelers seeking personalization and local immersion.
- Spaces balance comfort, style, and flexibility, integrating local cultural elements.
- Features include smart technologies, fitness facilities, laundry areas, and curated lifestyle boutique Dialecte.

Dining & Social Spaces:
- B.N.B Bistro: Semi-open, street-facing design connecting guests with the neighborhood’s rhythm.
- Social areas encourage interaction while maintaining a warm, inviting atmosphere.

Atwell Hefei City Center:
- Located at the intersection of Hefei’s historic old town and Binhu New District.
- 168 guestrooms blending heritage with modern urban energy.
- Surrounded by cultural landmarks like Bao Xiaosu Ancestral Hall.

Leadership Perspective
Rita Jiang, Chief Commercial & Marketing Officer, IHG Greater China, emphasized that consumer demand is shifting toward quality, personalization, and experience-driven value, and Atwell’s lifestyle positioning is designed to resonate emotionally with guests while adapting across diverse markets.

This expansion signals IHG’s intent to strengthen its lifestyle portfolio in China, competing with rivals like Marriott’s Moxy and Accor’s Tribe, which are also targeting younger, experience-focused travelers.