Intercontinental launches Hotel Indigo lifestyle brand

April 20, 2004 |

Intercontinental's Hotel Indigo is a lifestyle brand that delivers a refreshing, inclusive hotel experience in response to prevailing consumer trends.

InterContinental Hotels Group this week introduced Hotel Indigo, a new lodging alternative for the traveler seeking a hotel experience, not just a hotel room. 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.