Client: IHG

Hotel Indigo

The Hotel Indigo Asia business roll-out started with confidence, despite the economic crisis, and a fiercely competitive market. The first hotel opened in Shanghai in 2009.

Challenge

IHG were rolling-out 200 hotels in Asia Pacific and needed to overcome difficulties tailoring the American brand proposition to Asia. We carried out customer journey mapping for a highly distinct group of travellers in Korea, Japan, China, Singapore and Australia.

Opportunity

We uncovered breakthrough insights around a few key hotel touch points, which enabled us to craft a proposition that resonated strongly with both business travellers and franchisees.

Hotel Indigo - Happen Innovation Agency

Result

The roll-out started with confidence, despite the economic crisis, and a fiercely competitive market. The first hotel opened in Shanghai in Q4 2009.

Hospitality

Incremental

The team at Happen truly remains on proposition when it comes to making things “happen” but further to this they make it happen exceptionally well. From aiding decision making (market & customer assessment, pulling out real insights, innovating) to relationship building (challenging our thinking & keeping us on track)… Happen does all the above with personalized attention, genuine involvement and great results. Not just an exceptional input in decision making but a true partner all around.

Roshni Pandey

Director customer Insights Asia Pacific

InterContinental Hotels Group

Industry Hospitality

Happen's perspective

"Touch points – that’s what the hospitality industry revolves around. What are the travellers’ needs during their journey, when they interface with you? As a hotel, that will range from reception to room, from bar to restaurant, from sauna to sports facilities. And then they’ll differ again by guest type, time of day, travel purpose. “OMG” is what we thought when we took on the challenge, and it was a fantastic adventure. We got under the skin of some very demanding ‘boutique’ travellers and uncovered exactly how North American and Asian business travellers differ – and how they’re the same. Which was just what the design team needed to migrate the Indigo brand to such a different market." Costas Papaikonomou, Founding Partner

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