What is the purpose of the Brand System for Atwell Suites hotels?
Atwell_Suites Franchise · 2025 FDDAnswer from 2025 FDD Document
esharing and condominium hotel projects and other projects not involving short term stays by transient guests) may be made without IHG's written approval. Licensee represents that it is entitled to possession of the Hotel during the entire License Term without restrictions that would interfere with anything contemplated in this License. Throughout this License, the words "room" and "guest room" are intended to include the word "suites" unless otherwise indicated.
B. The Brand System.
The Brand System includes all elements which are designed to identify "Atwell Suites™" hotels to the public or are designed to be associated with those hotels or to contribute to such identification or association and all elements which identify or reflect the quality standards and business practices of such
hotels, all as specified in this License or as designated from time to time by IHG. The Brand System at present includes, but is not limited to:
- (1) the principal trade and/or service mark "Atwell Suites™", the service marks "IHG One Rewards" and "IHG Concerto™" and the other Marks (as defined in paragraph 6.B. (below) and intellectual property rights made available to licensees of the Brand System by reason of a license;
- (2) standards, specifications and policies for construction, furnishings, operation, appearance and service of the Hotel, standards and specifications for interior and exterior design and décor, and other requirements as stated or referred to in this License and from time to time in IHG's brand standards for Brand System hotels (the "Standards") or in other communications to Licensee;
- (3) registered and unregistered intellectual property, including without limitation copyrights, trademarks, service marks, logos, designs, know-how, confidential or proprietary information standards, specifications and policies for construction, furnishing, operation, appearance and service of hotels operating as Brand System hotels, and similar property rights;
- (4) all rights to the domain names and other identifications or elements used in electronic commerce as may be designated from time to time by IHG in accordance with IHG's specifications to be part of the Brand System;
- (5) access through IHG to the technology systems, loyalty programs, sales and catering system and other related systems operated in accordance with specifications established by IHG;
- (6) access through IHG to multiple call centres and central reservations offices around the world handling reservations;
- (7) access through IHG to brand marketing services and distribution marketing services including global advertising and publicity and other marketing programs and materials;
- (8) training programs and materials;
- (9) a worldwide hotel distribution of Brand System hotels;
- (10) a guest loyalty program (currently named IHG® One Rewards);
- (11) a recognized presence on the internet;
Source: Item 23 — Receipts (FDD pages 99–486)
What This Means (2025 FDD)
According to Atwell Suites' 2025 Franchise Disclosure Document, the Brand System is designed to identify Atwell Suites hotels to the public, contribute to that identification, and reflect the quality standards and business practices of those hotels. It encompasses all elements specified in the license agreement or designated by IHG.
The Brand System includes a range of components, such as the "Atwell Suites™" trademark, service marks like "IHG One Rewards" and "IHG Concerto™", and other intellectual property rights. It also sets standards, specifications, and policies for the construction, furnishing, operation, appearance, and service of the hotel. These standards cover interior and exterior design, décor, and other requirements detailed in the license and IHG's brand standards.
Furthermore, the Brand System incorporates registered and unregistered intellectual property, including copyrights, trademarks, logos, designs, know-how, and confidential information. It provides access to IHG's technology systems, loyalty programs, sales and catering systems, call centers, central reservation offices, brand marketing services, and distribution marketing services. The system also includes training programs, a worldwide hotel distribution network, a guest loyalty program (IHG® One Rewards), a recognized internet presence, an e-commerce team, a global sales team, global market coverage, and programs for inspecting hotels and assessing service and consumer opinion.
For a prospective franchisee, understanding the Brand System is crucial as it dictates how the Atwell Suites hotel must operate to maintain brand consistency and quality. Compliance with these standards is essential for upholding the brand's reputation and ensuring customer satisfaction. Franchisees must adhere to IHG's guidelines and any modifications to these standards, which may be communicated in hard copy or digital form, with the franchisee bearing any costs associated with accessing digital communications.