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Boutique Offering is the Group`s fifth brand in Asia Pacific

IHG launches Hotel Indigo brand in Asia

Hotel Indigo, IHG’s (InterContinental Hotels Group) upscale boutique brand, hosted a grand event in Shanghai, China to celebrate its brand launch in Asia Pacific. To mark the brand launch, an innovative 3-D film about the hotel’s historic neighbourhood was specially created for this occasion by one of China’s up and coming film directors. Against the enchanting night backdrop of the iconic Bund in Shanghai, China’s largest outdoor screening of a 3-D film on the 23 meter wide and 69.9 meter high facade of Hotel Indigo was visible from even across the Huangpu River.

“I am thrilled that we are launching Hotel Indigo brand in Asia Pacific today,” said Keith Barr, managing director of IHG Greater China. “The decision to introduce Hotel Indigo into China as our first market entry in Asia Pacific demonstrates our commitment to China’s booming hotel industry. IHG is fully confident in the Chinese market, and aim to take our leadership position to the next level by expanding our brands and hotels in the market.”

Hotel Indigo Shanghai on the Bund, the first Hotel Indigo in the region is expected to open by end of 2010. Centrally located at the southern end of the Bund, sitting directly on the Huangpu River front, Hotel Indigo Shanghai on the Bund offers a unique space that manifests, participates and adds to the local neighborhood and culture in a creative, sustainable fashion. This 184-room property on waterfront features spectacular views of, and is near, the historic Bund, Yu Gardens and the ultra modern Pudong new area, all top-notch dining, entertainment and shopping destinations.

As the industry’s first global branded boutique hotel, Hotel Indigo offers guests an unique hotel experience by providing the design and intimate service associated with boutique hotels along with the reliability and peace of mind that comes from staying with the world’s largest hotel group. And, being a part of IHG’s brand family allows guests who stay at Hotel Indigo enjoy IHG’s guest loyalty programme, Priority Club® Rewards. With 52 million members worldwide, Priority Club Rewards is the industry’s first and largest guest loyalty program.

Every Hotel Indigo property is specially designed to reflect the culture, character and history of the surrounding neighborhood, with its story reflected through local works of art, furniture, fabrics and locally sourced materials. Though only six years old, the brand has already experienced great success and rapid growth, which clearly shows that there is a huge demand for this concept by discerning travelers around the world. The launch of Hotel Indigo in Asia Pacific is to address that demand, to give guests an inimitable lodging experience that, beyond offering stylish decor and personalized service, immerses them in intriguing locations.

Since the introduction of the brand to Asia Pacific in 2008, five hotels have been signed with cutting-edge owners in the region. Apart from the Hotel Indigo Shanghai on the Bund, Hotel Indigo will be open in Xiamen, Taipei, Hong Kong and Bangkok in the next 3 years.