Originally launched in 2004, Hotel Indigo, now evolved as an upper-upscale boutique brand, is unrecognizable two decades later from its midscale, prototypical beginnings.
Operating in a design-led, lifestyle sweet spot, Hotel Indigo is in a distinctive era — this one will be defined by its growth. IHG Hotels & Resorts is doubling the brand's footprint — with 170 hotels and 23,000 rooms open and just about that much in its pipeline, Carol Hoeller, vice president of global brand marketing for Hotel Indigo and Voco Hotels at IHG, said on a recent episode of the Hotel News Now Podcast.
"I think the lifestyle market has really been a huge growth segment for the hotel industry at large," Hoeller said. "As we saw the guests' needs evolve and our performance starting to elevate, we wanted to bring our design along with that."
The brand is growing across the world, seeing opportunities in resort markets and with conversions, Hoeller said, delivering a rich experience without a luxury price point or build cost for consumers and owners, respectively.
"Our model is really adaptable to two things — one is location type. We've had a long history of urban and destination drive-to locations, but also college markets, especially in America, that has been a true sweet spot for us. But we're really taking off in the resort market," Hoeller said, adding that resort hotels are a big part of the pipeline.
"It's about the diversity of the location type that we can enter into, but also the diversity of the building type, so everything from new build, adaptive reuse — historic is a huge piece of our estate — but also conversions," she added.
No two Hotel Indigo locations are alike — just as no two neighborhoods are alike either, Hoeller points out. And the key to making that happen is in the design.
"Consumers' preference have shifted toward more customized, distinctive travel, and at the heart of what we've always been is [about] the neighborhood and bringing that neighborhood experience and local experience to life in a really rich, beautiful and unique way."
For each Hotel Indigo property, Hoeller said a team dives deep into the neighborhood to create a comprehensive design guide for owners, while still providing flexibility and affordability. Owners get to be as involved in the process as they want, she said.
"You get all the benefit of the IHG enterprise, right? And kind of how we can accelerate the speed to market while getting this bespoke, custom hotel that really pays homage to its location," Hoeller said.
Hoeller gives the example of the Hotel Indigo Auckland, which opened in April. Hoeller said the New Zealand region has seen a lot of growth, and the new hotel is on a historic site of a 1912 motor house that imported Cadillacs into New Zealand. The new building is now among the tallest in Auckland at 41 stories.
The Hotel Indigo Auckland reflects this industrial history while also paying tribute to the neighborhood's art scene, including a bespoke expedition from acclaimed contemporary artist and photographer Stuart Robertson that spans 25 levels.
"Each level tells a different, distinct story of Auckland through a lens of capturing the fabric of the neighborhood and its modern-day popular culture," Hoeller said. "We also commissioned renowned stylist Simone Haag, who really transformed the hotel's lobby into a showcase of local art. It features handcrafted paintings, wooden sculptures, ceramic glass work, woven pieces and leather creations [by] multidisciplinary artists, architects and designers."
To hear more about Hotel Indigo's growth strategy, listen to the podcast embedded above.