InterContinental Hotels Group is to launch its fast growing lifestyle Hotel Indigo brand in the Asia Pacific region.Hotel Indigo will be IHG’s fifth brand in the region after InterContinental Hotels & Resorts, Crowne Plaza Hotels & Resorts, Holiday Inn Hotels & Resorts and Holiday Inn Express.
The first Hotel Indigo opened in Atlanta in the United States in 2004. Now, IHG plans to open Hotel Indigos in key Asia Pacific cities including Hong Kong, Shanghai, Singapore and Tokyo.
“Hotel Indigo really meets the needs of the next generation of customers in Asia Pacific who demand a stylish, individual hotel experience without pretentiousness,” said Peter Gowers, chief executive of IHG Asia Pacific. “Each Hotel Indigo has its own unique character - a blend of style, natural elements and the distinctive flavour of the local area. With the launch of Hotel Indigo, there is now a new way for guests to experience Asia-Pacific’s major cities and a new path for real estate developers to regenerate properties with their own creative flair.”
IHG conducted extensive consumer research in Hong Kong, Seoul, Shanghai, Singapore, Sydney and Tokyo to understand travellers’ insight and needs about lifestyle hotels versus traditional corporate style hotels, what consumers truly would appreciate in order to clearly differentiate the Hotel Indigo proposition. The results clearly showed that Asia Pacific travellers show great interest in style and design, and appreciate individual character.
The design concept of an Hotel Indigo allows prospective developers the opportunity to creatively interpret the hotel design in order to capture and reflect the local character and culture of its location while maintaining brand identity. For example, Hotel Indigo London Paddington will incorporate local architectural influences from the well-known Paddington Station, including murals of ornate metalwork and in-room artwork that is reflective of London.
As a result, no two Hotel Indigo will look alike. Like an individual acquiring collectables, each hotel experience in Asia Pacific will become a ‘collectable’ experience - leading guests to wonder what the next Hotel Indigo will look and feel like.
To ensure that the customers are intrigued with changing experiences, public spaces like the lobbies will be transformed regularly throughout the year through the use of the latest audio, visual and scent technology.