ATLANTA—Hotel Indigo, part of IHG’s Luxury & Lifestyle portfolio, is launching a first-of-its-kind offering—in the U.S. and U.K.—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 percent), don’t want to be an inconvenience (23 percent), or don’t have any sort of relationship with their neighbor (25 percent). 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 an actual neighbor—inviting people 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.
For more information, visit https://www.ihg.com/hotelindigo/hotels/us/en/reservation.
