InterContinental Hotels Group, the world’s largest
and most global hotel company, today announced Hotel Indigo, a new
lodging alternative for the traveler seeking a hotel experience, not just
a hotel room. An industry first, Hotel Indigo is a lifestyle brand that
delivers a refreshing, inclusive hotel experience in response to
prevailing consumer trends.
“Hotel Indigo fills a critical void in our industry right now by
addressing middle market consumers who are ‘trading up’ to higher levels
of quality and taste, but still seeking value,” said Steve Porter,
president for the Americas, InterContinental Hotels Group. “Defined more
by a lifestyle than a price point, Hotel Indigo is our answer to travelers
who desire an experience as much as a destination.”

Hotel Indigo looks at the hotel experience from the consumer’s standpoint,
very similar to how retailers view the shopping experience. Consumers want
to stay somewhere that reflects who they are and their varied interests,
as well as an environment that changes with them and for them. Hotel
Indigo will be the first hotel brand to deliver upon those needs.

Based on a retail service model, IHG took a unique approach to hotel
design. The hotel provides a true balance of color and tranquility in its
design, a retailer’s approach to service and the flexibility to
continually refresh the hotel decor in order to leave guests feeling
welcomed, relaxed and renewed after each visit. A brand developed
primarily for conversions, Hotel Indigo is designed to fit a variety of
markets in preferred locations where a hotel might not be reaching its
full potential. The first Hotel Indigo is scheduled to open in Atlanta,
Ga. by the end of 2004 and will have approximately 140 rooms.

“The strength and scope of the InterContinental Hotels Group portfolio and
our infrastructure, consisting of global reservations, global sales,
technology and our Priority Club Rewards program, provide a strong
foundation for the success of distinctive brand concepts like Hotel
Indigo,” continues Porter. “We have a well established track record of
industry innovation, and we’re uniquely positioned to support new brand
introductions to the market.”

The announcement of Hotel Indigo celebrates the one-year anniversary of
InterContinental Hotels Group’s establishment as an independent hotel
company. Indigo, the company’s seventh brand, comes less than six months
after the acquisition of the Candlewood Suites brand in October 2003.
Since April 15, 2003, InterContinental Hotels Group has reduced costs by
more than $100-million, enhanced market capitalization and solidified one
of the most seasoned and experienced hotel management teams in the
industry.
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