IHG Launches Seventh Brand

ATLANTA-InterContinental Hotels Group is launching a new product with its conversion-led brand Hotel Indigo. The company plans to open the first hotel in the line in Midtown Atlanta in September, or October at the latest.The launch of its seventh brand marks IHG’s one-year anniversary. On the basis of its strengths with Holiday Inn, InterContinental Hotels, Crowne Plaza, Holiday Inn Express, Staybridge Suites and Candelwood, Kirk Kinsell, senior vice president Americas Franchising and Business Development, says the Hotel Indigo will be a lifestyle brand which constantly evolves and will be designed from a retailer’s perspective—a departure from the industry standard. “It is an experience not a destination,” he adds.Hotel Indigo will primarily be a conversion-led brand and average in size from 120 to 180 rooms. The hotels will feature limited meeting space and offer Wi Fi technology and self-service check-in—a first for IHG hotels, Kinsell adds.For its first location, IHG is teaming with locally based Hodges Ward Elliott to convert the Carlton Hotel on Peachtree Street, which is currently branded as a Days Inn, according to James F. Anhut, senior vice president Brand Development. IHG is spending approximately $5 million to renovate the 1920s building. Currently no rates have been set for the Midtown hotel, but the average rates could range above $100 based on the market, he adds.IHG is also in active discussions for other locations in Atlanta, a city Kinsell says could sustain more than one Hotel Indigo. In addition, the company is looking within the Chicagoland area, South Florida, New Orleans and as far west as San Diego up toward Seattle. The build-out plan for next year calls for two or three hotels to open with commitments for five to eight additional Hotel Indigos, he adds.