It's hard to tell if indigo is closer to blue or violet... though in the Triangle market, InterContinental Hotels Group may just find out that only two shades of blue really matter.
Yes, Durham's Hotel Indigo, the new boutique hotel concept from IHG -- the corporate entity behind hospitality properties ranging from Holiday Inn to Crowne Plaza to InterContinental brand legends like the Willard Hotel in DC -- has opened its first North Carolina hotel.
The property is just east of Miami Blvd. south of I-40.
The first Hotel Indigo arrived in Atlanta just five years ago, and has spread to a couple of dozen cities in the US and internationally since its launch. The concept features a boutique-style room experience, from hardwood floors with area rugs to art and design/furnishing elements that change frequently to keep the space fresh.
Described by USA Today as appealing to "the mid-market traveler willing to pay a bit more for higher style than that typically found in cookie-cutter hotel rooms," Hotel Indigo is a relatively affordable alternative to mid-priced hotels and boutiques alike.
(No word whether this Hotel Indigo -- built from the ground up for the brand, versus the historic building conversions seen in some of their Atlanta and Chicago early efforts -- has larger guestrooms and bathrooms than the pilot properties.)
Asheville is next up, though the WNC version of the Hotel Indigo will feature million-dollar residential units on the top floor. Charlotte, Winston-Salem and Wilmington are also in line for the brand.
Here's hoping there's no blue (or violet) feelings on the part of the brand licensee, since the current recessionary period is a tough time to launch a new hotel -- though with a location near the airport, I-40 and RTP, it's hard to imagine a better launching pad.