Cover Photo: Hotel Indigo Bali Seminyak Beach
Photo: Hotel Indigo Bali Seminyak Beach
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Hotel Indigo, dubbed the ‘The World‘s Neighbourhood Hotel’, is inviting guests staying in cities across Southeast Asia to ‘borrow’ items unique to the neighbourhoods from their hotels
Across the world, no two Hotel Indigo properties are alike, with each drawing inspiration from the culture, food, and trends of its locale. A brand under IHG’s prestigious Luxury & Lifestyle portfolio, Hotel Indigo’s latest international marketing campaign kicked off, inviting guests staying at Hotel Indigo to ‘borrow’ everyday necessities at no cost. Aptly called Borrowed by Hotel Indigo, the campaign launched in December 2023 aims to build community and foster connections.
From now till February 2024, guests staying in cities across Southeast Asia, including Bali, Bangkok, Phuket, Singapore, and Kuala Lumpur later in 2024, are invited to borrow items unique to the neighbourhoods in which their respective Hotel Indigo properties are located in enabling them to discover some of the most inspiring and culturally rich neighbourhoods outside the hotels.
Above Guests at Hotel Indigo Bali Seminyak Beach can borrow a surfing rash guard while they explore the hotel’s iconic coastline
Above At Hotel Indigo Phuket Patong, guests can give Muay Thai boxing a go at the hotel’s fullsized boxing ring when they borrow Hotel Indigo-branded boxing gloves
Guests at Hotel Indigo Bali Seminyak Beach can borrow a surfing rash guard while they explore the hotel’s iconic coastline
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From Hotel Indigo-branded boxing gloves at a Muay Thai session at Hotel Indigo Phuket Patong to traditional Tiffin carriers reminiscent of Katong’s Peranakan influences at Hotel Indigo Singapore Katong, the list of items to be borrowed is diverse yet thoughtfully curated to help guests connect with their surroundings beyond the four walls of the hotel.
The campaign sparks nostalgic references to a world before modern urban living came to be, a world where borrowing from one’s neighbour was commonplace and indicative of strong relationships amongst and between neighbours in a given community. A recent survey done by Hotel Indigo showcases how this practice has diminished considerably, with respondents revealing minimal interaction with their neighbours and a lack of confidence to interact with neighbours in that way.
Research by the Harvard Business School has hinted that the smallest kind of interaction with someone–be it borrowing items from neighbours–is linked with happier, stronger communities. The Borrowed by Indigo marketing campaign hopes to revive this interaction in the present day, encouraging guests to seek out and take back a memento of the locations they’ve visited.
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Previously contributing to Esquire Malaysia, Expat Lifestyle and Newsweek, Tania oversees digital stories across Tatler’s key content pillars, also leading the Front & Female platform exploring issues and topics affecting women today.
