Hotel Indigo

PROBLEM:

The brand was seen as an oxymoron – a branded boutique hotel.

There was low awareness with key target audience and a lack of clarity amongst guests, owners and staff about what the brand truly stands for.

SOLUTION:

Directed through insight from guest research, we positioned the brand to combine authentic local experience, vibrant design and personal service to ensure there’s always something new for guests to discover.

Providing fresh perspectives means Indigo is “Making Travel Inspiring” again.

RESULTS:

A clearer positioning has given guests, staff and owners a better understanding of the brand and where it stands in the IHG portfolio.

This has resulted in doubling the number of open properties – from 60 to 120 – and record number – 102 – of new properties in the pipeline. 

Purpose

We make travel inspiring. We combine authentic local experiences, vibrant design and personal service to deliver an experience that ensures there is always something new for guests to discover. We want our guests to feel like we give them a Fresh Perspective.

Personality

We’re upbeat, inspiring and friendly. We bring a fresh perspective to our guests so they experience the neighborhood in the unique Indigo way.

Customer

We serve the upbeat, curious traveler who is inspired by new places, new people and new ideas. They look for authentic and local experiences with warm and engaging service, that isn’t over the top. Aged 35-54, 50/50 male/female, and often married with children under 5, these guests tend to have a Bachelor’s or Graduate degree.

Where We Play

We are a global upscale boutique hotel brand. At the end of 2016, we had 72 hotels worldwide: 45 in Americas, 20 in Europe, 5 in Greater China and 2 in AMEA.

Points of Difference

  • Every hotel is unique, and inspired by the neighborhood around it — which is always walkable so that guests can immerse themselves in the local culture
  • We’re design-led with a contemporary freshness that is inspired by the local and original
  • We offer personalized, spontaneous service with boutique levels of attention, informality, and reassuring professionalism
  • We’re a boutique hotel that comes with the peace of mind and benefits of staying with one of the world’s largest hotel groups
  • We’re part of the IHG Rewards Club, the world’s largest hotel loyalty program