What is the purpose of IHG's renegotiated Master Services Agreement with Coca-Cola® for Atwell Suites franchisees?

According to the 2025 FDD, IHG (InterContinental Hotels Group) has renegotiated its Master Services Agreement with Coca-Cola to provide benefits to Atwell Suites franchisees. The primary goals of this renegotiation are to lower product costs, secure equipment access, ensure unlimited service calls without charge, and provide incremental marketing capacity for IHG revenue-driving campaigns and F&B initiatives.

Specifically, the renegotiated agreement aims to lower product costs for IHG hotels by approximately 7% on average. It also secures access to equipment and unlimited service calls free of charge, which can significantly reduce operational expenses for franchisees. Additionally, the agreement provides incremental marketing capacity for IHG revenue-driving campaigns and food and beverage initiatives, potentially boosting revenue for Atwell Suites hotels.

To benefit from these negotiated terms and remain compliant with brand standards, all applicable Atwell Suites hotels are required to sign a new Coca-Cola Participation Agreement. This requirement ensures that each hotel formally agrees to the terms and conditions set forth in the renegotiated agreement. The FDD also notes that even if a hotel has recently opened and signed a previous agreement, signing the December 2020 agreement is still required to receive the negotiated pricing.

For Atwell Suites franchisees, this renegotiated agreement offers potential cost savings, improved service, and enhanced marketing support. Franchisees should ensure they sign the new Coca-Cola Participation Agreement to take full advantage of these benefits and maintain compliance with brand standards. Any questions regarding the agreement can be directed to IHG Merlin or via email to CokeContracts@ihg.com.