Australians are famous for being proud of pretty much anything that originated where they’re from: the kid-done-good on the global sporting or music stage; the neighbourhood pub with the best craft beer; the unique local cuisine (‘pie floater, anyone?’); or the experience, saying or custom that only locals truly appreciate.
There’s always a sense of pride and camaraderie when home-grown favourites are recognised and in any broader public forum. Community pride is a powerful fuel, capable of bringing tears to proverbial glass eyes.
Take a moment to think about everything you love about your home town – project those memories into a hotel brand, and you would have Hotel Indigo – the latest from the IHG Hotels and Resorts family to open its doors…and arms…to Australia.
Hotel Indigo Adelaide Markets will be first – opening on March 1 – and immediately tapping into the city’s passion for festivals, fresh produce and local creators. Visitors to the hotel will be immediately immersed in everything Adelaide the moment they step through the front door. Further investigation will reveal colours and designs that epitomise the Festival State, with artwork inspired by Adelaide and its colourful history adorning the walls, and furniture from the workshop ‘down the road’. One glance at the food and beverage menus will have you debating which vineyard to enjoy with tonight’s locally-inspired dinner and, of course, which to visit tomorrow.
Put simply, Hotel Indigo Adelaide Markets is the bottled the essence of the city, brought to life as a boutique hotel.
IHG Senior Manager, Development Australasia & South Pacific, Jael Fischer, says this intrinsically woven spirit means every Hotel Indigo is in touch with community issues and can share its passion for local.
“Hotel Indigo Adelaide Markets will be the perfect destination for travellers who want to immerse themselves in a South Australian experience, and I think there is a real sense of pride within the Adelaide community around that – along with excitement around being the first Hotel Indigo in Australia,” Fischer said.
“We love to see the connection that Adelaideans have with the neighbourhood story, showing off the best of its colourful foodie and festival history.”
This attachment to the local narrative, coupled with what IHG describes as ‘inspired service’ means Hotel Indigo can deliver a premium rate for owners without the higher operating costs of a luxury hotel.
“Owners love the fact that every Hotel Indigo is unique and that each embraces its local neighbourhood,” Fischer added.
“It’s not just another funky hotel – or ‘design for design sake’ – but design and service that tells a story imbued with history and culture from the surrounding area.
Hotel Indigo has evolved and grown significantly since its debut in 2004, now with nearly 130 locations around the world – each firmly embracing their respective communities and no two being the same. In Australia, the coming years will see Hotel Indigo set up camp in Melbourne, Brisbane, Auckland and Sydney, with more local hubs in its plans. But according to Fischer, the Hotel Indigo spirit is just as comfortable in regional areas as it is in the major cities.
“Hotel Indigo is well suited for capital or major cities, key leisure destinations like the Great Ocean Road, Port Douglas, Kangaroo Island, Cradle Mountain or Margaret River, or second-tier cities like Wollongong and Newcastle.”
If you would like to be the next chapter in a local neighbourhood story and community fabric, contact Jael Fischer at jael.fischer@ihg.com to have a chat about Hotel Indigo or IHG’s portfolio of world-class brands.