Hotel Indigo Unveils Novel Design Concept

Hotel Indigo Unveils Novel Design Concept
InterContinental Hotels Group (IHG), today unveiled its new retail-inspired design and service concept for Hotel Indigo, a new lodging alternative for the traveler seeking a refreshing hotel experience.

"For the first time in the hotel industry, we're defining customers by a mindset rather than a price point," said Steve Porter, president for the Americas, InterContinental Hotels Group. "By approaching the hotel design and services from a retailer's perspective, we are able to cater to middle market consumers who are 'trading up' to higher levels of quality and taste, but still seeking value. This is the first evolution of a hotel that creates a refreshing, changing environment designed to rejuvenate travelers, not impress others."

A key component of Hotel Indigo's retail service model, developed with the assistance of Back Lot Productions, focuses on design elements that can be changed out to create a renewed environment. In guestrooms, signature murals, area rugs and slip covers will change, while public spaces will be transformed through changing artwork, directional signage and paint schemes. Using the timeless, universal design constant known as the Golden Mean, the d�cor incorporates imagery that conveys a warm, welcoming environment. In conjunction with the classically recognized calming attributes of the color blu