InterContinental launches boutique hotel brand in Asia

SHANGHAI, Dec 2 (BestGrowthStock) – InterContinental Hotels Group Plc
(IHG) (IHG.L: ) launched its first upscale boutique brand in Asia
in Shanghai on Thursday, a nod to the city’s rising prominence as
a business and tourism hub.

IHG launched Hotel Indigo, a 184 room waterfront property on
Shanghai’s picturesque promenade, the Bund. The property,
featuring locally sourced materials and art reflecting Shanghai’s
history, is due to open by the end of the year.

“The historic nature of the location, the visibility of the
hotel and also the excitement of the city in general; it is one
of the most progressive, ever-changing cities in all of China, so
really it is a good fit for Hotel Indigo,” said IHG Regional
Manager Keith Barr.

IHG said it planned to open more Indigo branded hotels in
Asia over the next three years, including in Bangkok, Hong Kong,
Taipei and Xiamen. IHG already has Indigo hotels in London, Costa
Rica and the United States.

“The key thing is for us is making sure we have customers who
want to travel there, and what drives Indigo is ‘psychographics’
rather than demographics,” Barr said of the strategy for
expanding Hotel Indigo in mainland China.

In October, IHG, the world’s biggest hotelier by room count,
said revenue from Greater China would exceed $1 billion for the
first time this year. [ID:nTOE69D05E]

In June, the company said it planned to more than double in
size in China in the next five years. The British group, which
operates the Holiday Inn and Crowne Plaza brands, as well as
InterContinental, operates 131 hotels in China with 149 in the

Marriott International Inc (MAR.N: ), the largest U.S. hotel
chain said earlier this year that it planned to double the number
of Marriott branded hotels in China within five years, and
intended to introduce a lower-priced brand in the near future.
(Reporting by Melanie Lee; Editing by Chris Lewis)

InterContinental launches boutique hotel brand in Asia