In maintaining standards for Atwell Suites hotels, whose judgment will be controlling, and what latitude will they have in making judgments?

According to the 2025 FDD, IHG's judgment is controlling in all respects regarding the maintenance of standards for Atwell Suites hotels. IHG (InterContinental Hotels Group) aims to uphold high standards of quality, cleanliness, appearance, design, and service across all hotels operating under the Atwell Suites brand. This is to protect and enhance the brand's public image and increase demand for its services. IHG has wide latitude in making these judgments.

For a prospective Atwell Suites franchisee, this means that IHG has significant authority over the standards and expectations for the hotel's operation. Franchisees must adhere to IHG's standards, which may be modified or revised over time. These standards cover various aspects, including construction, furnishings, operation, appearance, and service. IHG may communicate these standards and any changes to the franchisee in hard copy or digitally, with the franchisee bearing any costs to access digital communications.

The franchisee is responsible for maintaining a high moral and ethical standard, keeping the hotel clean and orderly, and providing high-quality service. They must also comply with IHG's standards for goods and services used in the hotel's operation. IHG also has the right to control any matter that could affect IHG or its indemnitees and can take remedial actions it considers necessary. This level of control is typical in franchising, where maintaining brand consistency is crucial. However, franchisees should be aware of the extent of IHG's authority and the potential costs associated with complying with their standards and any modifications.