Hotel Indigo, a prominent member of IHG's Luxury & Lifestyle portfolio, is embarking on a mission to discover the hidden treasures nestled within neighborhoods worldwide. The brand's latest international marketing initiative, titled "The World’s Neighbourhood Hotel," aims to inspire the next generation of travelers to step out and explore the unique charm of local communities.

According to a global survey conducted by Hotel Indigo, 73 percent of respondents emphasized the importance of staying in a hotel connected to the local neighborhood while traveling. The survey revealed that such a connection can lead to more adventurous activities, a desire to try new things, and the opportunity to meet new people. Moreover, immersive travel experiences significantly impact perspectives, with 50 percent of travelers questioning their life trajectories after returning from a trip, and 63 percent making major life changes.

Hotel Indigo's "The World’s Neighbourhood Hotel" campaign underscores the brand's commitment to providing more than just a place to stay. Each property is uniquely inspired by its local neighborhood, encouraging guests to fully immerse themselves in the cultural richness of the surroundings.

The campaign will roll out globally in phases, showcasing how guests can discover or rediscover inspiring neighborhoods both within and outside the hotel. The emphasis is on celebrating diversity, with each Hotel Indigo property reflecting the distinctive characteristics of its local community.

Rajit Sukumaran, Managing Director of IHG Hotels & Resorts, South East Asia & Korea, highlighted the importance of authenticity in the guest experience. "Hotel Indigo delivers guests exactly that, as our properties sit at the heart of neighborhoods around the world," said Sukumaran. He emphasized how the campaign resonates with the next generation of travelers, appealing to their curiosity and appetite for exploring local culture.

Excitingly, Hotel Indigo is set to expand its footprint, debuting in Kuala Lumpur (Malaysia) and Ho Chi Minh City (Vietnam). The brand will also extend its presence to popular Indonesian destinations, Bintan and Bandung.

The international media campaign, despite its global scope, maintains a local touch. Personalized images and videos geared towards the next-generation explorer will be featured on various platforms, including online channels, television, cinema, digital out-of-home placements, and popular social media platforms such as TikTok, Instagram, Facebook, and LinkedIn.

Recognizing the impact of local recommendations, Hotel Indigo plans to create custom neighborhood guides through strategic partnerships. The goal is to further encourage travelers to embrace an authentically local experience, building connections with communities worldwide.

Currently boasting 145 open properties and an additional 128 in the pipeline, Hotel Indigo remains committed to doubling its global portfolio over the next three to five years. New openings are anticipated in Kuala Lumpur in late 2023, followed by Saigon, Bintan, and Bandung in 2024.

For more information on Hotel Indigo and to explore select properties and neighborhoods virtually, visit their website or download the IHG One Rewards mobile app.

*Survey Methodology: The survey was conducted online between July 25 and August 3, 2023, with 6,015 respondents aged 25-44 in the US, UK, Australia, Japan, UAE, and Saudi Arabia. Figures are sourced from YouGov, an international internet-based market research and data analytics firm.

*Numbers as of Q2 2023.