Hotel Indigo Bali Seminyak Beach: The Promise vs The Delivery

Above, the Neighborhood Village at the lobby – venue for social interactions and for several daily activities such as learning how to color masks. Or, to simply admire the view of the hotel’s lush gardens and beautiful oceanfront pool

This hotel holds a special place in IHG’s Indigo brand history, being the very first Indigo resort property launched globally in 2017. Here’s a review by Raini Hamdi on how Hotel Indigo Bali Seminyak Beach has delivered on the brand promise 

BRAND MISSION

To cater to high-income travelers seeking authentic local experiences in culturally-rich neighborhoods; to celebrate the individuality of a boutique hotel through unique design, heartfelt service and exceptional F&B.

KEY NOTES

Since its launch in 2004, Indigo has grown to more than 150 hotels worldwide, half of which are in North America. While the Asia-Pacific region has nearly 50 hotels open and in pipeline (mostly in China), South-east Asia has seen a slower rollout with just four open Indigo hotels, one each in Bali and Singapore, and two in Thailand in Bangkok and Phuket. However, 2024 promises exciting developments for the brand in South-east Asia, with new hotels opening in Bandung, Bintan and Ho Chi Minh City, following the recent debut of Hotel Indigo in Kuala Lumpur.

Having never stayed at an Indigo hotel before, and revisiting Bali after several years, I checked into Hotel Indigo Bali Seminyak Beach in May 2024 for a three-night stay to experience firsthand how the hotel has delivered on the brand promise. Here’s my take:

LOCATION PROMISE

Seminyak is the “trendy” Bali, known more for its high-end shops and hip restaurants. But that doesn’t mean there’s no culture to be found. In fact, it blends the old and new way of life – think of the beautiful Pura Petitenget temple in the heart of Seminyak, while art galleries and boutiques showcase the work and entrepreneurship of locals. Hence, the location has a living culture that perfectly embodies the vibrant neighborhood experience that Indigo promises.

INDIVIDUAL DESIGN PROMISE

The hotel’s individual design hit home the instant I saw my One King Bed Suite Partial Ocean View. I felt I had stepped into the home of a quirky, fun and stylish person. The furniture, a playful mix of unique pieces, somehow came together to create a cohesive, modern-Balinese look. I couldn’t help but explore the curated items in the room. This was a revelation: an interesting hotel room with a soul!

I’ve encountered many design-led rooms that were user-unfriendly. This suite was highly functional with well-designed spaces for work and relaxation. Its size was generous at 69 sqm. I’d be happy with just the 50 sqm entry level Standard Room. With 270 rooms and suites, along with 19 villas, spread across nearly 5 hectares, the hotel effortlessly fits within IHG’s Luxury & Lifestyle category.

LOCAL EXPERIENCES PROMISE

I could join a Balinese dance class, learn to cook a local dish and, as part of the hotel’s Borrowed by Indigo program, borrow a Balinese costume or a bicycle to explore the neighborhood, among others.

What truly impressed me was the hotel’s commitment to showcasing the local culture within its walls. A dedicated channel on the TV explained the significance of design elements like the intricate stone carving near the entrance, or the lobby’s hanging lamps inspired by traditional Balinese fish traps. I also learned that the room’s furniture and cups were all handcrafted by local artisans.

But the ultimate local experience came from the staff themselves. Their warm smiles, genuine care and heartfelt hospitality embodied the essence of Balinese grace.

F&B PROMISE

I couldn’t recall having a more generous breakfast spread than at this hotel. Despite the plethora of dining options in Seminyak, I found myself drawn back to the hotel for dinner twice. The Indonesian beef rendang at Makase, the international restaurant, was an authentic delight. The light bites at Kiosk were incredibly delicious, especially the popcorn shrimp. If the hotel’s popular Sugar Sands restaurant had been open during my stay (it was under renovations) I would have dined in all three nights. 

In short, the hotel, which is celebrating its 7th anniversary, can hold its head high as the property that defined the resort DNA for Hotel Indigo and set a high benchmark for other would-be Hotel Indigo owners in South-east Asia to follow. For more on this, catch my interview below with area general manager Andreas Bergel

VERDICT
Location promise Spot on
Individual design promise Suite success
Local experiences promise Smashing
F&B promise Sublime

WEBSITE https://seminyak.hotelindigo.com
DEVELOPMENT Email: chris.anklin@ihg.com

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INTERVIEW
From City to Paradise: How Bali’s Hotel Indigo Defines the Brand’s Resort DNA

As Hotel Indigo Bali Seminyak Beach celebrates its 7th anniversary, Area GM Andreas Bergel discusses how this groundbreaking resort defines the brand’s resort DNA

Did a blueprint exist for a resort version when this hotel opened in 2017?
Credit to the ownership company, Agung Podomoro Land, which envisioned and built the first five-star Indigo resort without an existing blueprint. Most Indigo hotels were urban buildings. This hotel also has a wealth of storytelling potential – a culture-rich neighborhood and exceptional employees delivering genuine, loving, caring service.

With its generous space, villas and extensive facilities and services, has this resort pushed the brand towards luxury?
Many brands, including Hotel Indigo, and even W Hotels, started as four-star concepts. But the upcoming Indigo properties, especially in South-east Asia, are the next-generation or Version 2.0 hotels based on products like ours. This resort has created a kind of “halo” effect that gives other owners a benchmark for new Indigo properties.

What are the tricks of conveying a neighborhood story in a resort setting?
For us, destination Bali is already 80% of the job done, because it is so steep in culture while the neighborhood we’re in is exciting. And although we have 289 rooms, i.e., we could have up to 600 guests, the design and landscaped gardens create intimate spaces, so you don’t see crowds even during high occupancies. So guests feel a boutique vibe. It’s hard to tell the neighborhood story if you aren’t delivering a boutique experience. So the design and lifestyle positioning also helps.

Who are your typical guests?
We don’t have the clientele who have been to Bali for 20 years and stay at Legian, Padma, Conrad hotels. While the hotel opened in 2017, Bali faced challenges like the Lombok earthquake, Mount Agung eruptions in 2018, then the pandemic. So, it’s only recently seen a true “opening.” We attract millennials and the next generation. They are “explorers.” They are willing to pay a good amount for a room or suite. But while they like to go out and explore the neighborhood and not sit by the pool all day, they still want the facilities that come with the [premium] rate.

Photos courtesy of Hotel Indigo Bali Seminyak Beach. Clockwise from top: A 50 sqm Standard Room, Makase restaurant and the hotel’s main pool

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