Hotel Indigo launches the largest marketing campaign in the brand's history.

Hotel Indigo, IHG's Luxury & Lifestyle hotel brand, aims to uncover the hidden beauty of the local areas where its hotels are built and inspire adventurous travelers worldwide. The World's Neighbourhood Hotel, a global marketing campaign, stems from the brand's long-held belief that when you learn about the world by observing a neighborhood, it will change your perspective on the world.

In a worldwide survey by Hotel Indigo, the brand reported that 73% of participants preferred hotels that connected with local culture, as this encouraged them to participate in adventurous activities, seek new experiences, or meet new locals. The survey also highlighted the impact of experiential travel on their worldview. Specifically, after a trip, half of travelers reflected on their life direction, and 63% experienced significant life changes. Hotel Indigo's "The World's Neighbourhood Hotel" campaign is proof of this. Staying at one of Indigo's hotels allows guests not only to visit the destination but also to fully immerse themselves in the experience, taking home unforgettable memories.

With a phased global rollout of hotels, Hotel Indigo's The World's Neighbourhood Hotel campaign celebrates how travelers experience culturally rich neighborhoods and discover exciting new things right outside their hotel.

Just as no two neighborhoods are alike, so too are no two Hotel Indigo hotels. From the villas at Hotel Indigo Bali Seminyak Beach, inspired by traditional Balinese houses, to the Peranakan cultural influence in the design of Hotel Indigo Singapore Katong, evident in the art murals and floor tiles, or the wireless radio wall at Hotel Indigo Bangkok Wireless Road, evoking the neighborhood that was the birthplace of Thailand's first wireless radio stations. The design of Hotel Indigo Phuket Patong draws inspiration from the long-standing fishing village culture. Overall, the design of all Hotel Indigo hotels draws inspiration from the distinctive features of local culture to pique guests' curiosity about new experiences.

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Rajit Sukumaran, Managing Director of IHG Hotels & Resorts Southeast Asia and Korea, shared: “Recent surveys further confirm the importance of providing guests with authentic experiences, as they want to fully feel the unique cultural characteristics of the destination where the hotel is located. Hotel Indigo can deliver exactly this, as our hotels are centrally located near culturally rich neighborhoods. The World's Neighbourhood Hotel campaign is a great collaboration between our brand and community, aimed at meeting the needs of a generation of guests who love exploring local culture.”

“It’s fantastic that travelers will soon be able to experience the culture of the neighborhoods where Hotel Indigo is present as the brand launches in Kuala Lumpur (Malaysia) and Ho Chi Minh City. Hotel Indigo will also expand its brand presence to two popular resort destinations in Indonesia, Bintan and Bandung.”

As a global marketing campaign, Hotel Indigo's World's Neighbourhood Hotel gives guests the feeling of being part of a local community. Personalized images and videos, tailored to the style of younger travelers, will appear online, on television, in theaters, on billboards, and on the brand's social media channels such as TikTok, Instagram, Facebook, and LinkedIn.

The survey results revealed that up to 55% of travelers adjust their travel plans when advised by locals. Accordingly, Hotel Indigo will also produce personalized guides on how to explore neighborhood experiences through strategic partnerships, offering authentic holiday experiences like a local, no matter where guests stay in the world.

Hotel Indigo is a luxury hotel brand designed to celebrate the unique beauty of each local neighborhood, offering guests a distinctive and authentic experience. Currently, Hotel Indigo operates 145 hotels and has 128 more under construction, including new hotels scheduled to open in Kuala Lumpur, Ho Chi Minh City, Bintan, and Bandung by the end of 2024.