The move sees it put items on sale that are inspired by several of its properties worldwide, including the 100th property, Hotel Indigo Berlin, East Side Gallery.
During a particularly busy expansion period, the brand has doubled in the past five years alone and is also celebrating its 15th anniversary.
As well as the Berlin property, the brand opened another four properties in the same week – two in the US, one in Stratford-upon-Avon and another in Venice.
“The boutique lifestyle segment is the second fastest-growing area in terms of hotel development, something that reflects the changing desires and needs of today’s travellers – guests that we like to call ‘explorers’,” said Jason Moskal, vice-president of global marketing for Hotel Indigo, which is part of InterContinental Hotels Group.
He added that “explorers” were those looking for immersive experiences, “not a vanilla box when it comes to their hotel choice”.
“They want unique designs, bespoke services and to really feel connected to the neighbourhood, which is key to our development,” Moskal said.
“No two hotels are the same, exactly because they reflect whatever neighbourhood they are in.”
Based on this philosophy, the brand has now launched Shop the Neighbourhood, offering curated items found in, or inspired by, several Hotel Indigo global properties around the world.
Artisans and local makers featured include celebrity milliner Gladys Tamez (inspired by Hotel Indigo Los Angeles Downtown), Trabi Safari (Hotel Indigo Berlin – East Side Gallery), Hilary Grant (Hotel Indigo Dundee), Les-Ottomans Home Design (Hotel Indigo Venice Sant’Elena), street artist Lee Quinones (Hotel Indigo Lower East Side New York) and Muzen radio (Hotel Indigo Bangkok Wireless Road), which has so far been one of the most popular items.
“We wanted to take that neighbourhood idea a little further by making local arts and products available to a wider audience and to profile some of these great elements we integrate into the hotels,” Moskal explained.
“Guests tell us they love the materials, themes, fabrics and ideas we use and this gives them – and anyone – a chance to have some of the things at home.”
Consumers purchase direct from local artisans, with all revenue from sales staying with the creator.
Hotel Indigo selected six hotels to focus on initially to see how the project would take off, and will look to see how that can be expanded, Moskal said.
Beyond the new shoppable hotel room concept, the brand also has an ambitious expansion plan.
Over the next three to five years, Hotel Indigo is set to double its portfolio, making it one of the largest boutique brands in the fast-growing upper-upscale lifestyle segment.
The move will see it enter new markets such as Peru, Australia, New Zealand, India, South Korea, Japan and Vietnam.
But before that will be other new countries such as UAE (a hotel will open soon in Dubai) and Japan.
Meanwhile, a hotel is planned in Coachella, the Californian town that shares its name with the famous music festival nearby and there will also be a Hotel Indigo opening in Miami’s transformed Brickell area this year.
“We continue to grow in global gateway cities and smaller cities that have a strong arts and music story,” Moskal said.
“We are appearing in many more cities now so I think it makes a strong portfolio for agents to be able to present to their clients – we will open about 22-25 hotels during this year alone, that’s 25% growth in one year, and 30 next year. That gives agents a big story to talk about, and means opening up many more conversations with the trade from our side.”
The shoppable Hotel Indigo items include:
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