Indigo brand plans four for DC

InterContinental has announced that
Hotel Indigo will add four new boutique properties in the greater
Baltimore-Washington, DC metropolitan area to its rapidly growing pipeline.All
four locations - Ashburn, Chantilly, and Herndon, Va., and Linthicum, Md. - will be
new construction in upscale mixed-use development complexes and are scheduled to
open by the end of 2008. 

Hotel Indigo is uniquely designed to appeal to lifestyle focused guests who desire
affordable luxury, elevated design and décor and genuine service.  As a branded
boutique hotel it offers guests an alternative to traditional hotels without
sacrificing any of the businesses amenities they have come to expect. The four
branded boutique properties are owned by Asha Companies. 


“We are very excited about Hotel Indigo and believe this brand to be the future in
mature, high-barrier markets,” said Jay Patel, CEO and CFO of Asha Companies.
“Fast-growing, near-urban markets like the four we have identified in the
Baltimore-Washington DC metropolitan area are an ideal setting for Hotel Indigo’s
unique and inspired concept,” he added.  “We look forward to welcoming our first



Jim Anhut, senior vice president, Brand Development, InterContinental Hotels Group,
says development outlook is strong for Hotel Indigo and the pipeline continues to
grow through not only conversions but also new construction.  The increase of new
construction properties to the brand’s pipeline has been fueled by the recent
introduction of the Hotel Indigo new build design concept.  The new build design
concept was created to meet demand by developers eager to build Hotel Indigo
properties in suburban and near urban areas where conversions are not an option.
The new build concept is designed to be distinctively Hotel Indigo yet flexible
enough to fit in a variety of markets.


“We were the first hotel company to launch the branded boutique concept.  Hotel
Indigo has a relevant and engaging brand story that will continue to evolve as we
grow, “said Anhut. “The new build design concept was always considered to be an
important step in our distribution strategy to maximize the growth potential of
Hotel Indigo. We are pleased to offer this option to developers like Asha Companies
to keep pace with demand,” he said. 


Recently the brand also introduced “Interpret Indigo,” as a complement to its
evolving exterior footprint.  Interpret Indigo allows prospective developers the
opportunity to creatively interpret the property’s interior design while maintaining
the Hotel Indigo brand hallmarks. Through Interpret Indigo, Hotel Indigo maintains
consistency while still preserving the unique experience associated with boutique
hotels, delivering on its brand promise to be non-cookie cutter.


In keeping with the brand’s Interpret Indigo program, each of the four new
properties will be distinctive and reflect the character of its local market. For
example, the largest of the four properties, the Herndon, Va. property, will include
a 10,000 sq. ft. upscale spa and an indoor/outdoor pool, and in addition to the
brand’s signature Golden Bean restaurant, will house an upscale French-Indian-Fusion
style restaurant.  All of the properties will range from 100-200 rooms each
including suites and feature Hotel Indigo’s signature design elements, including:
photographic murals that reflect nature and locality; seasonal renewal of the open
and airy public spaces; oversized lobby chairs, which create a personal work or
dining space within the public areas of the hotel; cozy and inviting guestrooms with
plush bedding, hardwood flooring and spa-style showers; and a fitness studio with
cardio equipment and free weights.  The hotels will offer complimentary wireless
Internet access in all guestrooms and public spaces, as well as function and meeting