Since Go4Marketing is devoted to teaching small businesses how to help themselves with their own branding, marketing, sales, and customer service efforts, I'm always on the lookout for good examples of "David vs. Goliath" marketing success stories. An inspiring example is the Hotel Indigo, located at 127 West 28th Street, in New York's North Chelsea section. Chelsea is an up-and-coming area for hospitality and entertainment in the Big Apple. The Hotel Indigo is among a group of hotels that opened their doors for the first time in the area.
Since June, the Hotel Indigo has averaged 96% occupancy — despite heavy competition from much larger and more established hotels. Even better, the Indigo ranked 40th out of 422 NYC hotels in customer satisfaction, as compiled by TripAdvisor. That puts the little hotel ahead of such mainstays as the Four Seasons and the Peninsula! Amazing."Operating an upscale boutique hotel has inherent advantages in size and amenities, which allows us to measure favorably with our competition," said George Buchelli, general manager of the Hotel Indigo. "We are averaging the same daily rate as most luxury hotels in the neighborhood, yet surpassing their occupancy numbers."
The hotel credits its performance to great staff, great training, and excellent amenities. Having just celebrated its one-year anniversary, the Hotel Indigo gets high marks for creating a strong brand out of a very small package.
Who opens a brand new hotel in this economy, you may ask? One with a clear brand vision, a step-by-step plan for achieving its goals, and the right resources to make it happen. Bingo, Hotel Indigo!
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