Hotel Indigo Launches Neighborly Borrowing Program
Grace Mahas — November 17, 2023 — World
References: ihgplc
Hotel Indigo, a renowned member of IHG's Luxury & Lifestyle portfolio, is embarking on an innovative program, "Borrowed by Hotel Indigo," in the United States and the United Kingdom. This initiative, a first in the hospitality industry, enables locals living in the same zip code or postcode as a Hotel Indigo property to "borrow" everyday items at no cost. This groundbreaking offering is an extension of the brand's most extensive international marketing campaign to date, "The World's Neighborhood Hotel," and is poised to deepen community connections and embody the essence of neighborliness.
A recent survey from Hotel Indigo reveals a decline in neighborly interactions, with 59% of respondents never borrowing from a neighbor due to shyness, perceived inconvenience, or lack of relationship. However, Harvard Business School research highlights the positive impact of even minimal social interactions on community happiness. The "Borrowed by Hotel Indigo" program aims to revitalize the tradition of neighborly lending, fostering a sense of community and social cohesion.
Carol Hoeller, Vice President Global Brand Management for Hotel Indigo, emphasizes the brand's commitment to integrating into the local community fabric. This program envisions bringing the age-old concept of borrowing a cup of sugar to life, enhancing social ties within and outside the hotel.
Launching in mid-November, Hotel Indigo will offer commonly borrowed items such as sugar, olive oil, and coffee, free of charge. In a unique twist, there is no obligation to return these borrowed items. Additionally, for adventurous travelers, participating hotels will offer special locally sourced items, ranging from honey and hot sauce to unique regional culinary delights.
The program will be available at several Hotel Indigo locations across the United States, including Athens Downtown, Columbus at Riverfront Place, Old Town Alexandria, Baltimore Downtown, Chattanooga – Downtown, Los Angeles Downtown, Seattle Everett Waterfront, Omaha Downtown, Madison Downtown, New Orleans – French Quarter, and Austin Downtown – University. In the United Kingdom, it includes Stratford Upon Avon, York, Chester, Liverpool, Edinburgh, Bath, and Durham. This initiative not only reflects Hotel Indigo's innovative approach to hospitality but also its dedication to fostering meaningful connections within the communities it serves.
Image Credit: Hotel Indigo
A recent survey from Hotel Indigo reveals a decline in neighborly interactions, with 59% of respondents never borrowing from a neighbor due to shyness, perceived inconvenience, or lack of relationship. However, Harvard Business School research highlights the positive impact of even minimal social interactions on community happiness. The "Borrowed by Hotel Indigo" program aims to revitalize the tradition of neighborly lending, fostering a sense of community and social cohesion.
Carol Hoeller, Vice President Global Brand Management for Hotel Indigo, emphasizes the brand's commitment to integrating into the local community fabric. This program envisions bringing the age-old concept of borrowing a cup of sugar to life, enhancing social ties within and outside the hotel.
Launching in mid-November, Hotel Indigo will offer commonly borrowed items such as sugar, olive oil, and coffee, free of charge. In a unique twist, there is no obligation to return these borrowed items. Additionally, for adventurous travelers, participating hotels will offer special locally sourced items, ranging from honey and hot sauce to unique regional culinary delights.
The program will be available at several Hotel Indigo locations across the United States, including Athens Downtown, Columbus at Riverfront Place, Old Town Alexandria, Baltimore Downtown, Chattanooga – Downtown, Los Angeles Downtown, Seattle Everett Waterfront, Omaha Downtown, Madison Downtown, New Orleans – French Quarter, and Austin Downtown – University. In the United Kingdom, it includes Stratford Upon Avon, York, Chester, Liverpool, Edinburgh, Bath, and Durham. This initiative not only reflects Hotel Indigo's innovative approach to hospitality but also its dedication to fostering meaningful connections within the communities it serves.
Image Credit: Hotel Indigo
Trend Themes
1. Neighborly Borrowing - Hotel Indigo's 'Borrowed by Hotel Indigo' program brings back the tradition of neighborly lending, deepening community connections and fostering social cohesion.
2. Community Engagement - Hotel Indigo's innovative program aims to revitalize neighborly interactions, counteracting the decline in community happiness caused by lack of social ties.
3. Local Integration - Hotel Indigo's commitment to integrating into the local community fabric is demonstrated through its 'Borrowed by Hotel Indigo' initiative, which enhances social ties within and outside the hotel.
Industry Implications
1. Hospitality - Hotel Indigo's unique neighborly borrowing program presents disruptive opportunities for the hospitality industry to enhance community connections and engagement with local residents.
2. Retail - Hotel Indigo's 'Borrowed by Hotel Indigo' program involving commonly borrowed items such as sugar, olive oil, and coffee, challenges traditional retail models by providing free items without obligation to return them.
3. Food and Beverage - Hotel Indigo's offering of special locally sourced items, ranging from honey and hot sauce to unique regional culinary delights, presents opportunities for the food and beverage industry to tap into the demand for authentic and local products.
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