InterContinental Hotels Group announced few days ago that Hotel Indigo will add four new boutique properties in the greater Baltimore-Washington, DC metropolitan area to its rapidly growing pipeline. All four…
InterContinental Hotels Group announced few days ago that Hotel Indigo will add four new boutique properties in the greater Baltimore-Washington, DC metropolitan area to its rapidly growing pipeline. All four locations – Ashburn, Chantilly, and Herndon, Va., and Linthicum, Md. – will be new construction in upscale mixed-use development complexes and are scheduled to open by the end of 2008.
Hotel Indigo is uniquely designed to appeal to lifestyle focused guests who desire affordable luxury, elevated design and d?cor and genuine service. As a branded boutique hotel it offers guests an alternative to traditional hotels without sacrificing any of the businesses amenities they have come to expect. The four branded boutique properties are owned by Asha Companies.
“We are very excited about Hotel Indigo and believe this brand to be the future in mature, high-barrier markets,” said Jay Patel, CEO and CFO of Asha Companies. “Fast-growing, near-urban markets like the four we have identified in the Baltimore-Washington DC metropolitan area are an ideal setting for Hotel Indigo’s unique and inspired concept,” he added. “We look forward to welcoming our first guests.”
Jim Anhut, senior vice president, Brand Development, InterContinental Hotels Group, says development outlook is strong for Hotel Indigo and the pipeline continues to grow through not only conversions but also new construction. The increase of new construction properties to the brand’s pipeline has been fueled by the recent introduction of the Hotel Indigo new build design concept. The new build design concept was created to meet demand by developers eager to build Hotel Indigo properties in suburban and near urban areas where conversions are not an option. The new build concept is designed to be distinctively Hotel Indigo yet flexible enough to fit in a variety of markets.
“We were the first hotel company to launch the branded boutique concept. Hotel Indigo has a relevant and engaging brand story that will continue to evolve as we grow“, said Anhut. “The new build design concept was always considered to be an important step in our distribution strategy to maximize the growth potential of Hotel Indigo. We are pleased to offer this option to developers like Asha Companies to keep pace with demand,” he said.
Recently the brand also introduced “Interpret Indigo,” as a complement to its evolving exterior footprint. Interpret Indigo allows prospective developers the opportunity to creatively interpret the property’s interior design while maintaining the Hotel Indigo brand hallmarks. Through Interpret Indigo, Hotel Indigo maintains consistency while still preserving the unique experience associated with boutique hotels, delivering on its brand promise to be non-cookie cutter.
In keeping with the brand’s Interpret Indigo program, each of the four new properties will be distinctive and reflect the character of its local market. For example, the largest of the four properties, the Herndon, Va. property, will include a 10,000 sq. ft. upscale spa and an indoor/outdoor pool, and in addition to the brand’s signature Golden Bean restaurant, will house an upscale French-Indian-Fusion style restaurant. All of the properties will range from 100-200 rooms each including suites and feature Hotel Indigo’s signature design elements, including: photographic murals that reflect nature and locality; seasonal renewal of the open and airy public spaces; oversized lobby chairs, which create a personal work or dining space within the public areas of the hotel; cozy and inviting guestrooms with plush bedding, hardwood flooring and spa-style showers; and a fitness studio with cardio equipment and free weights. The hotels will offer complimentary wireless Internet access in all guestrooms and public spaces, as well as function and meeting space.
Six properties have opened since Hotel Indigo’s launch. The first Hotel Indigo opened in Atlanta, Ga. in October 2004, followed by two in Chicago, Ill. in the historic Gold Coast neighborhood and Schaumburg; two more in Dallas and Houston, Texas and most recently Sarasota, Fla. By the end of 2006 a seventh Hotel Indigo will open in Scottsdale, AZ. In addition, the brand also has nearly 20 hotels in development. Future Hotel Indigo sites include: New York City, NY; Las Vegas, Nev.; Fort Meyers, Fla..; Savannah, Ga.; San Diego, Ca; Fishers, In; Columbus, In; Baltimore, Md; Hanover, Md. and Durham, N.C.
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