SYDNEY, October 24, 2023 – Hotel Indigo, part of IHG's Luxury & Lifestyle portfolio, is unearthing the hidden gems that only can be found in a neighbourhood and inspiring the next generation of travellers to go out and explore. The brand's newest international marketing campaign, The World's Neighbourhood Hotel, is rooted in the brand's long-held belief that when you see the world through the neighbourhood, the neighbourhood changes your world.

In a global survey* of 25–44-year-old travellers across six countries from Hotel Indigo, the brand reveals 73 percent of travellers feel it is important for the hotel they stay in while travelling to be connected to the local neighbourhood as it may inspire more adventurous activities, the desire to try new things, and meet new people. It also unveils the impact immersive travel has on our perspective of the world, with 58 percent of Aussie travellers making major life changes due to experiences on a trip like moving countries or changing careers. 

Officially rolling out this month in a phased approach globally, Hotel Indigo's The World's Neighbourhood Hotel is designed to celebrate how guests can discover, or rediscover, some of the most inspiring and culturally rich neighbourhoods in and outside the hotel. 

Additional insights from respondents found that post-Covid, Aussies are redefining their hotel choices, with 37 percent of these travellers admitting they are more likely to seek local neighbourhood hotels to than they were before the COVID-19 pandemic.

Despite the surge in AI use, Aussie travellers prioritise human connections over digital for trip planning. Only 5 percent said they trusted AI-generated lists the most for selecting activities, restaurants, and hotels while planning a trip, while 50 percent of Australians rely most on recommendations from locals (19%) or family and friends (31%).

The survey also uncovered how local cultures and experiences influence Aussies after a holiday. 40 percent admitted to changing their style (25%) or physical appearance (15%) (with 12 percent sporting new tattoos), 25 percent embraced new traditions and routines, and 33 percent mastered new cooking skills or became more open to new cuisines, showcasing how travel can profoundly reshape one's perspective of the world. Hotel Indigo's The World's Neighbourhood Hotel is a testament to that – because when you stay at a Hotel Indigo, you don't just visit a place – you fully immerse yourself in it – and then you take a little bit of it home with you. 

Dean Jones, Vice President Commercial, Japan, Australasia, Pacific said: “The insights from Hotel Indigo's consumer survey reinforce an ongoing trend we are seeing among next-generation travellers who have an eagerness to explore local cultures and a curiosity for adventure." 

“The survey results are testament to the importance of providing authentic stay experiences that embrace the culture of a property's local destination – and that's what we do at Hotel Indigo – from the design and décor to our service in our restaurants, we celebrate the people, places, and experiences that make the neighbourhood one-of-a-kind,” he said.

The survey aims to gain insight into the value that respondents place on travel experiences and the local communities that they engage with when abroad. Hotel Indigo is a brand renowned for wholeheartedly embracing a neighbourhood's personality, allowing it to guide every aspect of the guest experience and provide a gateway to discover the world's most vibrant communities.

Just as no two neighbourhoods are alike, no two Hotel Indigos are alike, as each Hotel Indigo property is unique and inspired by local neighbourhood cues designed to ignite curiosity and encourage travellers to explore something new. In Australia, Hotel Indigo Melbourne on Flinders presents edgy, fashion and film-inspired interiors, while Hotel Indigo Adelaide Markets features locally sourced ingredients in its restaurants. Further afield, a unique selection of vinyl Shibuya-Kei records feature in Hotel Indigo Tokyo Shibuya guestrooms.   

The research marks the launch of Hotel Indigo's new international marketing campaign, The World's Neighbourhood Hotel, rooted in the brand's long-held belief that when you see the world through the neighbourhood, the neighbourhood changes your world. 1,005 Australian participants took part in the global survey, providing insight into what Australian travellers value most when visiting new destinations and how much respondents value localised experiences and connections with local communities when travelling.

While an international media campaign, Hotel Indigo's The World's Neighbourhood Hotel evokes local feeling. The images and videos, personalised to the next-gen explorer, will appear online, in television, cinema, digital out-of-home placements, and on brand social channels such as TikTok, Instagram, Facebook and LinkedIn.

Hotel Indigo is a brand that exists to illuminate the world within the neighbourhood in a distinct and authentic way. Today, there are 145 Hotel Indigo properties open, with another 128 in the pipeline** and the brand is committed to doubling its portfolio globally over the next three to five years. In Australia, the brand portfolio will double by the end of the year with the recent openings of Hotel Indigo Melbourne  on Flinders joining Hotel Indigo Brisbane City Centre and Hotel Indigo Adelaide Markets, with Hotel Indigo Sydney Potts Point set to open in November 2023. 

For more information on Hotel Indigo, visit https://www.ihg.com/hotelindigo/hotels/us/en/reservation. Or download the IHG One Rewards mobile app, where you can now virtually explore select Hotel Indigo properties and the neighbourhoods they are in with a 360° tour.