Hotel Indigo, the latest brand from IHG (InterContinental Hotel Group), is engineered to appeal to the “next generation of customers” interested in style and design and eager for a balance of work and life outside of work.
IHG conducted extensive consumer research around the world, and cities in the region such as Hongkong, Seoul, Shanghai, Singapore, Sydney and Tokyo, gleaning specific insights which helped mould the Indigo concept. Peter Gowers, chief executive of IHG Asia-Pacific, said it would give travellers a “new way to experience Asia-Pacific’s major cities”.
Mostly conversions of either heritage buildings or existing buildings that were previously used for other purposes, Indigos usually consist of between 150 and 250 rooms in two categories, measuring about 35sqm and featuring select services (usually only one restaurant). But limited did not mean lacking in quality, Gowers said, adding that the “focus on the guest” was always paramount.
In fact, the brand’s signature, Gowers said, would be “its intimate service – engaging, intuitive and particular to the locality”. A unique co-creation of IHG and the hotel owner, no two Indigos would be alike, leading customers wonder what the next hotel will look and feel like.
The first Indigo made its debut in Atlanta, Georgia in 2004 and now number 19 open. Hotel Indigo London Paddington, incorporating architectural influences from the landmark Paddington Station, is due for a launch soon. IHG officials declined to say where the first Asian Indigo would open but identified Hongkong, Shanghai, Singapore and Tokyo as probable locations. They did not rule out bringing the brand to resort destinations.
Hotel Indigo is IHG’s fifth brand in the region after InterContinental Hotels & Resorts, Crowne Plaza Hotels & Resorts, Holiday Inn Hotels & Resorts and Holiday Inn Express.
For more details, visit www.ihg.com.
Margie T Logarta
