Hotel Indigo launches first-of-its-kind program to bring back the lost art of borrowing from your neighbor

Rhea-AI Summary

Hotel Indigo (IHG): Launches Borrowed by Hotel Indigo program in the US and UK to promote community connection and neighborly interaction. The initiative allows people living in the same zip code or postcode as a Hotel Indigo to borrow everyday necessities at no cost, aiming to reignite the habit of lending to neighbors. The program also offers locally sourced items for guests staying at participating properties, aligning with the brand's largest marketing campaign, The World's Neighborhood Hotel.

Building on the brand's largest-ever international marketing campaign – The World's Neighborhood Hotel, Borrowed by Hotel Indigo continues to highlight what it means to be inseparable from the community

ATLANTA, Nov. 14, 2023 /PRNewswire/ -- Hotel Indigo, part of IHG's Luxury & Lifestyle portfolio, is launching a first-of-its-kind offering – in the US and UK – where those who live in the same zip code, or postcode, as a Hotel Indigo can now "borrow" everyday necessities at no cost. The program, Borrowed by Hotel Indigo, which comes on the heels of the brand's largest marketing campaign, The World's Neighborhood Hotel, will aim to foster connection and build community.

Our social structure has evolved, and we no longer borrow from our neighbors as much as we once used to. In fact, a recent survey from Hotel Indigo* reveals that people interact with their neighbors less than ever before, with 59 percent never having asked to borrow from their neighbor – once a commonplace practice – because they're too shy (29%), don't want to be an inconvenience (23%), or don't have any sort of relationship with their neighbor (25%). But it has been proven that even the smallest interaction with another individual – something as simple as borrowing from a neighbor – can make for happier communities (Source: Harvard Business School).

Through the newly launched Borrowed by Hotel Indigo program, the brand will reignite the popular habit of lending to a neighbor.

Carol Hoeller, Vice President Global Brand Management for Hotel Indigo, said: "When our hotels join a neighborhood, we become a part of the fabric of the community. We put it at the heart of everything, and we welcome the neighborhood and its people into our spaces – it's how we create an authentically local experience for our guests. Everyone knows the adage of 'borrowing a cup of sugar' from your neighbor – with this program, we want to embody this idea of being a good neighbor and strengthen social connections with those inside and outside of our hotels."

Starting mid-November and while supplies lasts, Hotel Indigo, as The World's Neighborhood Hotel, will serve as your actual neighbor – inviting you into its properties to borrow what the brand's survey revealed as the most commonly borrowed items – from sugar, olive oil, salt and pepper, to coffee and tea.  And just like with a real neighbor, through Borrowed by Hotel Indigo, you don't have to return what you borrow.

Research** also shows that nearly 60 percent of travelers are willing to be more adventurous when it comes to trying new foods while on a trip. So, for guests staying at participating properties, looking for a taste of the neighborhood to take back home, each hotel will also offer a special, locally sourced item from honey and hot sauce to grilling rubs and seafood seasoning.

Participating locations: 

United States

• Hotel Indigo Athens Downtown – Univ Area
• Hotel Indigo Columbus at Riverfront Place
• Hotel Indigo Old Town Alexandria
• Hotel Indigo Baltimore Downtown
• Hotel Indigo Chattanooga – Downtown
• Hotel Indigo Los Angeles Downtown
• Hotel Indigo Seattle Everett Waterfront
• Hotel Indigo Omaha Downtown
• Hotel Indigo Madison Downtown
• Hotel Indigo New Orleans – French Quarter
• Hotel Indigo Austin Downtown – University

United Kingdom

• Hotel Indigo Stratford Upon Avon
• Hotel Indigo York
• Hotel Indigo Chester
• Hotel Indigo Liverpool 
• Hotel Indigo Edinburgh 

For more information, visit https://www.ihg.com/hotelindigo/hotels/us/en/reservation.

Note to Editors:

Survey methodology: 

*The research was conducted by Censuswide with 1,000 US nat rep consumers by age and gender (18+) and 1,000 UK nat rep consumers by age, gender and region (18+) between 20.10.23 - 23.10.23. Censuswide abide by and employ members of the Market Research Society which is based on the ESOMAR principles and are members of The British Polling Council.

** Figure is from YouGov, an International Internet-based market research and data analytics firm. Survey was conducted online between July 25 and August 3, 2023, across 6,015 travelers (defined as having traveled in the past 12 months and/or planning to in the next 12 months) aged 25-44 in the US, UK, Australia, Japan, UAE, and Saudi Arabia.

About IHG^®

IHG Hotels & Resorts [LON:IHG, NYSE:IHG (ADRs)] is a global hospitality company, with a purpose to provide True Hospitality for Good.

With a family of 19 hotel brands and IHG One Rewards, one of the world's largest hotel loyalty programs, IHG has over 6,200 open hotels in over 100 countries, and nearly 2,000 in the development pipeline.

• Luxury & Lifestyle: Six Senses Hotels Resorts Spas, Regent Hotels & Resorts, InterContinental Hotels & Resorts, Vignette Collection, Kimpton Hotels & Restaurants, Hotel Indigo
• Premium: voco hotels, HUALUXE Hotels & Resorts, Crowne Plaza Hotels & Resorts, EVEN Hotels
• Essentials: Holiday Inn Hotels & Resorts, Holiday Inn Express, Garner hotels, avid hotels
• Suites: Atwell Suites, Staybridge Suites, Holiday Inn Club Vacations, Candlewood Suites
• Exclusive Partners: Iberostar Beachfront Resorts

InterContinental Hotels Group PLC is the Group's holding company and is incorporated and registered in England and Wales. Approximately 345,000 people work across IHG's hotels and corporate offices globally.

Visit us online for more about our hotels and reservations and IHG One Rewards. To download the new IHG One Rewards app, visit the Apple App or Google Play stores.

For our latest news, visit our Newsroom and follow us on LinkedIn.

About Hotel Indigo

Just as no places are alike, no two Hotel Indigo properties are alike. Each Hotel Indigo draws inspiration from the local neighborhood, culture and popular trends in food, drink and design to create a warm and vibrant atmosphere. Our hotels provide a gateway to discover and explore some of the world's most inspiring cities and neighborhoods. For more information, visit hotelindigo.com, and connect with us on Facebook, Twitter, and Instagram.

View original content to download multimedia:https://www.prnewswire.com/news-releases/hotel-indigo-launches-first-of-its-kind-program-to-bring-back-the-lost-art-of-borrowing-from-your-neighbor-301986545.html

SOURCE IHG Hotels & Resorts

FAQ

What is the Borrowed by Hotel Indigo program?

The Borrowed by Hotel Indigo program allows people living in the same zip code or postcode as a Hotel Indigo to borrow everyday necessities at no cost, aiming to promote community connection and neighborly interaction.

What items can be borrowed through the program?

The most commonly borrowed items include sugar, olive oil, salt, pepper, coffee, and tea, and participants don't have to return what they borrow.

What additional offering is available for guests staying at participating properties?

Each hotel will offer a special, locally sourced item from honey and hot sauce to grilling rubs and seafood seasoning for guests looking for a taste of the neighborhood to take back home.

How does the program aim to strengthen social connections?

The program aims to reignite the habit of lending to neighbors, embodying the idea of being a good neighbor and fostering social connections with those inside and outside of the hotels.

Where can more information about the program be found?

For more information, visit https://www.ihg.com/hotelindigo/hotels/us/en/reservation.