Hotel Indigo's Swedish Debut Won't Open Until 2029. The Brand Promise Starts Now.
IHG just signed its first Hotel Indigo in Sweden with a 232-room new build in Stockholm's Kvarnholmen district, and the "neighborhood story" concept sounds gorgeous on paper. Whether a German operator on a 20-year lease can deliver a locally authentic Swedish experience three years from now is the question nobody at the signing ceremony asked.