Interstate Hotels & Resorts Debuts IHG’s Hotel Indigo Brand in Manchester, UK

United Kingdom, Manchester. December 19, 2018

Hotel Indigo® Manchester - Victoria Station has opened its doors to guests, marking the brand's debut in one of the UK's largest cities. Famous for its cotton mills and its role in the industrial revolution, Manchester is a vibrant city that is rapidly expanding and regenerating, complementing its historical setting. 

The boutique hotel is located at the gateway to the Northern Quarter, Manchester's creative heart, and is adjacent to Exchange Square, the city's shopping district. Known for its bohemian bars, the Northern Quarter has a lively music scene, and includes bustling independent studios and shops. Guests can enjoy the laidback atmosphere come day and night, with a wide range of places to eat and drink. 

Hotel Indigo® Manchester - Victoria Station features 187 stylish guest rooms, with design inspired by Manchester's rich and colourful history. The exterior of the hotel is a beautifully restored Grade II listed building, featuring an eye-catching contemporary tower, providing fantastic views of the city's skyline. 

The hotel's three room designs combine Manchester's industrial past with modern luxury and style. Raw materials feature throughout the hotel, such as bare brick walls in the reception, complemented by iron pulleys and rope connecting to lights which have bespoke weaved baskets as shades. 

The bedrooms pay homage to Manchester's cotton mill heritage by using rich, raw cotton on the bed, contrasting with green velvet, which gives the rooms an added sense of luxury. Drawing from Manchester's literary and printing past, features also include lamps with books as stands and artwork in the form of metal lettering on the walls along with china pattern motifs which reference Manchester's love of tea. The hotel will feature a restaurant and bar, Mamucium, headed by award-winning Mancunian chef Andrew Green. Named after the Roman fort that was the birthplace of modern Manchester, the 120-seat restaurant will serve a menu of classic, locally sourced food, topped off with a Northern spin. The venue's centrepiece will be a stunning, silestone and brass bar area. There will also be a cosy cafe, M Cafe, within the restored building. 

Nicholas Northam, Managing Director for the UK at Interstate Hotels & Resorts,commented: “We're very proud to welcome the Hotel Indigo Manchester - Victoria Station to our growing UK portfolio. It is a truly stunning hotel that I'm sure is going to delight both leisure and business travellers alike.”

James McDevitt, General Manager, Hotel Indigo® Manchester - Victoria Station, commented: “We are truly proud to launch Hotel Indigo® Manchester - Victoria Station. The hotel is situated in a prime location for those visiting Manchester and who wish to see and appreciate the city's artistic side. Working with local designers, the interiors reflect the creative personality of the area, whilst reinforcing this first-class hotel we have created.”

Inspired by the neighbourhood around each property so just as no places are alike, no two Hotel Indigo® properties are the same. Each Hotel Indigo property features thoughtful design touches and vibrant restaurants and bars connected to the spirit of the local neighbourhood. There are currently 27 Hotel Indigo properties in Europe with another 17 due to open in the next 3-5 years. * 

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Social Media: Getting Personal

There Social media platforms have revolutionized the hotel industry. Popular sites such as Facebook, Twitter, Pinterest, Instagram, Snapchat, YouTube and Tumblr now account for 2.3 billion active users, and this phenomenon has forever transformed how businesses interact with consumers. Given that social media allows for two-way communication between businesses and consumers, the emphasis of any marketing strategy must be to positively and personally engage the customer, and there are innumerable ways to accomplish that goal. One popular strategy is to encourage hotel guests to create their own personal content - typically videos and photos -which can be shared via their personal social media networks, reaching a sizeable audience. In addition, geo-locational tags and brand hashtags can be embedded in such posts which allow them to be found via metadata searches, substantially enlarging their scope. Influencer marketing is another prevalent social media strategy. Some hotels are paying popular social media stars and bloggers to endorse their brand on social media platforms. These kinds of endorsements generally elicit a strong response because the influencers are perceived as being trustworthy by their followers, and because an influencer's followers are likely to share similar psychographic and demographic traits. Travel review sites have also become vitally important in reputation management. Travelers consistently use social media to express pleasure or frustration about their guest experiences, so it is essential that every review be attended to personally. Assuming the responsibility to address and correct customer service concerns quickly is a way to mitigate complaints and to build brand loyalty. Plus, whether reviews are favorable or unfavorable, they are a vital source of information to managers about a hotel's operational performance.  The February Hotel Business Review will document what some hotels are doing to effectively incorporate social media strategies into their businesses.