Hotel Indigo has always been a brand deeply rooted in the local community, and so the collection’s latest initiative shouldn’t come as a surprise.
After holding their own research and finding that 71% of Australians think it’s important to feel connected to their neighbourhood, Hotel Indigo has decided to extend a helping hand these holidays by allowing people to “borrow” essential pantry items.
I write “borrow,” but really, the three Hotel Indigo properties in Australia – Melbourne, Adelaide, Brisbane – are pretty much giving away essentials to anyone who shares the same postcode.
The same survey found that 61% of Aussies admit they’ve been left in the lurch in the past, spurring them to borrow items from their neighbours. Hotel Indigo is basically stepping in a substitute for the “neighbour,” and the pantry is wide open.
Each Hotel Indigo property has set aside a collection of curated, everyday essentials based on popular borrowed items revealed by the survey.
This includes various sauces, olive oil, pasta, coffee, tea, and sugar. All you have to do is share the same postcode as one of the Australian Hotel Indigo properties. Or simply be a guest at the property. It’s then a matter of showing up and just asking politely to “borrow” those essentials.
You don’t have to return what you take, of course.
“Borrowed by Hotel Indigo” further solidifies the IHG brand as one purposed for the neighbourhood. I’ve stayed at a bunch of Hotel Indigo properties over the past, and have always found that they successfully soak up the building’s surrounds and find creative ways to tell local stories. Something like this is completely aligned with what I’d associate with the brand so it’s a great thing to see considering the cost of living crisis.
“As a neighbourhood-inspired brand, Hotel Indigo welcomes the neighbourhood and its people into our spaces, creating authentically local experiences for our guests,” said Dean Jones, Vice President, Commercial – JAPAC, IHG Hotels & Resorts.
“As the research shows, while Australians seek connection in their local community and tend to lean on neighbours to borrow staple items, there’s still a level of discomfort surrounding this. As we approach the festive season, a time when we tend to lean on our next door companions more, our Borrowed By Hotel Indigo program embodies the idea of being a good neighbour while also making life easier for guests and locals alike.”
The Hotel Indigo properties participating in the Borrowed by Hotel Indigo program are as follows:
- HHotel Indigo Melbourne on Flinders | 575 Flinders Ln, Melbourne VIC 3000
- Hotel Indigo Adelaide Markets | 23-29 Market St, Adelaide SA 5000
- Hotel Indigo Brisbane City Centre | 27/35 Turbot St, Brisbane City QLD 4000
