Hotel Indigo debuts largest marketing campaign in brand history

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Hotel Indigo’s The World’s Neighbourhood Hotel celebrates the people, places and experiences that make the neighbourhood one-of-a-kind

Caption: The Neighbourhood Gallery at Hotel Indigo Bali Seminyak Beach

Hotel Indigo, part of IHG’s Luxury & Lifestyle portfolio, is unearthing the hidden gems that only can be found in a neighbourhood and inspiring the next generation of travellers to go out and explore. The brand’s newest international marketing campaign, The World’s Neighbourhood Hotel, is rooted in the brand’s long-held belief that when you see the world through the neighbourhood, the neighbourhood changes your world.

In a global survey* from Hotel Indigo, the brand reveals 73 percent of respondents feel it is important for the hotel they stay in while travelling to be connected to the local neighbourhood as it may inspire more adventurous activities, the desire to try new things, and meet new people. It also unveils the impact immersive travel has on our perspective of the world, with 1 in 2 travellers having questioned their life’s trajectory after coming home from a trip resulting in 63 percent making major life changes. Hotel Indigo’s The World’s Neighbourhood Hotel is a testament to that – because when you stay at a Hotel Indigo, you don’t just visit a place – you fully immerse yourself in it – and then you take a little bit of it home with you.

Rolling out in a phased approach globally, Hotel Indigo’s The World’s Neighbourhood Hotel is designed to celebrate how guests can discover, or rediscover, some of the most inspiring and culturally rich neighbourhoods in and outside the hotel.

Just as no two neighbourhoods are alike, no two Hotel Indigo properties are alike. From the villas at Hotel Indigo Bali Seminyak Beach that are inspired by typical Balinese houses and Hotel Indigo Singapore Katong’s Peranakan influences found in art murals and guestroom floor tiles, to a wall of wireless radios at Hotel Indigo Bangkok Wireless Road as a nod to the neighbourhood being the birthplace of wireless radio stations in Thailand, or Hotel Indigo Phuket Patong’s design which is rooted in the village’s fishing heritage. Each individual property is inspired by local neighbourhood cues designed to ignite curiosity to explore something new.

Rajit Sukumaran, Managing Director, IHG Hotels & Resorts, South East Asia & Korea said: “The insights from our recent survey continue to reiterate the importance of providing an authentic stay experience that’s reflective of a hotel’s destination. Hotel Indigo delivers guests exactly that, as our properties sit at the heart of neighbourhoods around the world. The World’s Neighbourhood Hotel campaign beautifully juxtaposes our brand and the communities we’re in, appealing to the next-generation travellers with the appetite and curiosity to explore local culture.”

“It’s wonderful that travellers will be able to experience new neighbourhoods with Hotel Indigo soon as the brand debuts in Malaysia’s capital Kuala Lumpur and Vietnam’s dynamic city Ho Chi Minh City, as well as expanding its presence into two popular get away destinations in Indonesia, Bintan and Bandung.”

While an international media campaign, Hotel Indigo’s The World’s Neighbourhood Hotel evokes local feeling. The images and videos, personalised to the next-gen explorer, will appear online, in television, cinema, digital out-of-home placements, and on brand social channels such as TikTok, Instagram, Facebook and LinkedIn.

With survey results also uncovering that 55 percent of travellers have changed their plans because of a recommendation from a local, Hotel Indigo will also be creating custom neighbourhood guides through strategic partnerships to further spark that desire to experience an authentically local stay wherever you are in the world.

Hotel Indigo is a brand that exists to illuminate the world within the neighbourhood in a distinct and authentic way. Today, there are 145 Hotel Indigo properties open, with another 128 in the pipeline** –  including new openings across South East Asia in Kuala Lumpur late 2023, and Saigon, Bintan and Bandung in 2024 (see Annex A for more information). The brand is committed to doubling its portfolio globally over the next three to five years.


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