Atwell expands its footprint in Greater China with “New Territorial Home”, | News
As travel consumption continues to evolve toward higher quality, personalization and local immersion, Atwell, the lifestyle brand of IHG Hotels & Resorts (IHG), is accelerating its expansion in Greater China. Following the debut of its first hotel in the region, Atwell Suites Shanghai Wuning, the brand has celebrated the opening of its second hotel, Atwell Hefei City Center. From Shanghai to Hefei, Atwell brings to life its ‘new territorial home’ concept, combining lifestyle aesthetics with local inspiration to create stays that offer both a sense of belonging and moments of discovery, designed for life-loving experiences.
Rita Jiang, Chief Commercial & Marketing Officer, IHG Greater China, said: “Today, consumer demand is shifting from basic functionality to experience-driven value, with quality and personalization at the heart of the evolution of travel. As a key brand for IHG in the lifestyle segment, Atwell is built around lifestyle aesthetics and brought to life through its ‘new territorial home’ philosophy. This approach creates a distinctive brand model that resonates emotionally with guests, while remaining highly flexible across different markets. Atwell’s steady expansion in Greater China China not only demonstrates its ability to thrive in diverse urban environments, but also closely aligns with the growing focus on specialized travel segments. Going forward, we will continue to leverage market opportunities and expand Atwell into more core cities and high-potential locations, providing richer and more inspiring stay experiences for our guests.”
Guided by his ‘new territorial home’ concept, Atwell creates carefully designed spaces that balance comfort, style and flexibility. Through warm and inviting environments, high-quality details and modern design, the brand delivers a stay experience that feels both relaxed and refined. Local cultural elements are seamlessly integrated into both guestrooms and public areas, while smart technologies, fitness facilities and washrooms enhance convenience and support connection. Meanwhile, the lifestyle boutique store “Dialecte” showcases a curated selection of artist collaborations and sustainable products, reflecting a distinctive lifestyle approach. The BNB Bistro, with its semi-open, street-facing design, offers a vibrant, social dining experience that connects guests to the rhythm of the local neighborhood.
The latest addition to the Atwell portfolio in Greater China, Atwell Hefei City Center is located in a prime commercial district at the intersection of Hefei’s historic Old Town and Binhu New District. Surrounded by cultural landmarks such as the Bao Xiaosu Ancestral Hall, the hotel combines rich heritage with modern urban energy, creating a vibrant expression of the brand’s local approach. The hotel features 168 thoughtfully designed guestrooms, combining the comforts of home with sophisticated design, smart in-room amenities and local cultural accents. A variety of social spaces further enrich the guest experience, creating a warm and inviting environment for both relaxation and interaction.
Looking ahead, following its presence in Shanghai and Hefei, Atwell will continue to expand into key cities including Suzhou, Nanjing and Guangzhou, offering thoughtfully designed stays that combine modern aesthetics, comfort and a strong sense of place for a new generation of travelers.
