They want luxury but they don’t want it to be obvious, they want to belong to a group but also really enjoy their individualism, they’re seeking self-improvement while also seeking public improvement.
They’re part of a new segment of travellers that are just full of contradictions called the ‘Age of I‘. They seem like they’re going to be difficult to please, but one hotel group isn’t afraid to take them on.
IHG has teamed up with Salta Properties to bring the Hotel Indigo brand to Melbourne where it will host savvy individualist visiting Melbourne’s eclectic and heritage-listed Docklands waterfront precinct.
Due to open in 2019, the 170-room hotel will be the second of its kind for Australia, with the first currently operating in Brisbane Fortitude Valley.
According to Karin Sheppard, IHG’s Chief Operating Officer for Australasia and Japan, Hotel Indigo has a “local” appeal to travellers because of its “entirely unique style” and locations.
“While we know Melbourne is seen as the world’s most liveable city, Docklands presents a Melbourne that is not just liveable, but gritty, with an eclectic style.”
Karin Sheppard, IHG Chief Operating Officer for Australasia and Japan
“Our Hotel Indigo guests will undoubtedly love exploring and being inspired by the area.”
So what can travellers with such inconsistent desires expect from Hotel Indigo Melbourne?
It’ll have a large resort-style pool because they want to enjoy Melbourne’s cooler weather, but also feel like they’re on a tropical island escape.
There’ll be a meeting and board room as well as a street-facing neighbourhood restaurant and bar – street-facing so they’re taking advantage of hotel offerings but also feeling as though they’re getting a local experience.
And finally, all of the hotel’s large rooms will boast uninterrupted water views.