Interview w/ James F. Anhut, Sr. VP, Brand Development InterContinental Hotels Group | Discussing the New Lifestyle Brand from IHG: Hotel Indigo
The staff at Hsyndicate.com has always been big supporter of lifestyle hospitality brands, so it’s very exciting when a new lifestyle brand hits the market. When the brand comes from a company as prestigious as InterContinental Hotels Group, we just had to ask questions. IHG’s Jim Anhut joins us to talk about the origins of Hotel Indigo, where they will pop up and how much it will all cost. Those questions and more are discussed in this streaming audio interview.
“Hotel Indigo fills a critical void in our industry right now by addressing middle market consumers who are ‘trading up’ to higher levels of quality and taste, but still seeking value,” said Steve Porter, president for the Americas, InterContinental Hotels Group. “Defined more by a lifestyle than a price point, Hotel Indigo is our answer to travelers who desire an experience as much as a destination.”
Hotel Indigo looks at the hotel experience from the consumer’s standpoint, very similar to how retailers view the shopping experience. Consumers want to stay somewhere that reflects who they are and their varied interests, as well as an environment that changes with them and for them. Hotel Indigo will be the first hotel brand to deliver upon those needs.
Based on a retail service model, IHG took a unique approach to hotel design. The hotel provides a true balance of color and tranquility in its design, a retailer’s approach to service and the flexibility to continually refresh the hotel décor in order to leave guests feeling welcomed, relaxed and renewed after each visit. A brand developed primarily for conversions, Hotel Indigo is designed to fit a variety of markets in preferred locations where a hotel might not be reaching its full potential. The first Hotel Indigo is scheduled to open in Atlanta, Ga. by the end of 2004 and will have approximately 140 rooms.
“The strength and scope of the InterContinental Hotels Group portfolio and our infrastructure, consisting of global reservations, global sales, technology and our Priority Club Rewards program, provide a strong foundation for the success of distinctive brand concepts like Hotel Indigo,” continues Porter. “We have a well established track record of industry innovation, and we’re uniquely positioned to support new brand introductions to the market.”
The announcement of Hotel Indigo celebrates the one-year anniversary of InterContinental Hotels Group’s establishment as an independent hotel company. Indigo, the company’s seventh brand, comes less than six months after the acquisition of the Candlewood Suites brand in October 2003. Since April 15, 2003, InterContinental Hotels Group has reduced costs by more than $100-million, enhanced market capitalization and solidified one of the most seasoned and experienced hotel management teams in the industry.
As senior vice president, Brand Development, Mr. Anhut is responsible for shepherding the growth of new brands and business opportunities for InterContinental Hotels Group.
Most recently, Mr. Anhut served as senior vice president, Brand Management, Staybridge Suites. Mr. Anhut designed and launched this extended-stay hotel chain, directed the growth of the brand as well as implemented the strategies to ensure its success. Under his leadership, Staybridge Suites grew to the “fastest to 50” in its extended-stay segment.
Mr. Anhut is a third-generation hotelier with more than 25 years of industry experience, including more than 14 years in senior management positions with several national lodging franchisers and extended stay hotel brands. In addition to his operations experience, he has launched two lodging brands, influenced the introduction of a third brand, and acquired, developed or financed lodging real estate with an aggregate value exceeding $1 billion.
Prior to joining InterContinental Hotels Group, Mr. Anhut conceived and launched MainStay Suites, a mid-market extended-stay hotel brand and held the position of vice president and brand manager for the new brand.
Mr. Anhut received a bachelor's degree in marketing from Emory University and master’s degrees in finance and hospitality management from Michigan State University. Mr. Anhut is a certified hotel administrator and is a founding member of the Extended Stay Lodging Council of the American Hotel and Lodging Association. Mr. Anhut also serves on the appointed board of directors of the School of Hospitality Management at Michigan State University and the board of directors of the Atlanta College of Art.
Vicki Gordon
(770) 604-2284
IHG
