IHG Launches Noted Collection for Distinctive Premium Hotels - Get updated on what's happening in tourism!

IHG Hotels & Resorts has launched Noted Collection, a new premium brand designed for distinctive independent hotels in the upscale and upper-upscale segments. Discussions are already underway with several hotel owners, including companies with larger portfolios, about bringing properties into the new collection.

The brand is intended primarily for hotel conversions, allowing individual properties to retain their identity while gaining access to IHG’s global distribution, revenue management and technology platforms. Hotels joining Noted Collection will also benefit from the group’s IHG One Rewards programme, which has more than 160 million members.

More than 150 hotels planned worldwide

IHG expects Noted Collection to grow to more than 150 properties around the world within the next ten years. The company sees considerable potential among the estimated 2.3 million independent hotel rooms in the upscale and upper-upscale segments globally.

The international rollout will begin in Europe, the Middle East, Asia and Africa before expanding into further regions.

“We’re very excited to bring Noted Collection to market, which complements our existing premium brands and builds on the success of Vignette Collection in Luxury & Lifestyle and our fast-growing conversion brands like voco and Garner,” said Elie Maalouf, Chief Executive Officer of IHG Hotels & Resorts.

“There is strong appetite from owners of high-quality, one-of-a-kind hotels ready to join the power of our platforms and expertise, and Noted Collection offers them a distinctive and attractive brand with a gateway to stronger performance.”

A new place in IHG’s premium portfolio

Noted Collection becomes IHG’s 21st brand and the 11th brand added by the group within the past eleven years. It will sit within the premium portfolio alongside Crowne Plaza, voco and Ruby, while complementing luxury and lifestyle brands including Hotel Indigo and Vignette Collection.

IHG acquired the urban lifestyle brand Ruby last year, strengthening its presence in the city-break market. The launch of Noted Collection now extends the group’s strategy to individually designed hotels in both urban and resort destinations.

“Noted Collection’s arrival underlines our continued commitment to invest in a powerful premium portfolio that meets evolving guest and hotel owner needs,” Maalouf said.

“Noted Collection will allow guests around the world to enjoy even more choice and new experiences with the trust of True Hospitality that comes with every stay at an IHG hotel.”

Individual hotels linked by shared principles

Each hotel in the collection will be selected for its individual story, design and sense of place. Properties may range from historic landmarks to contemporary independent hotels, with no requirement for a uniform architectural or interior style.

The guest experience will instead be shaped by three central principles. Each property is expected to offer a distinctive stay rooted in its own identity, create memorable experiences linked to local culture and encourage personal connections between guests and hotel staff.

Food and drink will play an important role, with individual dishes, cocktails, rituals or soundscapes intended to reflect the destination. Handwritten notes, curated objects and cultural programmes may also form part of the experience.

Independence combined with global reach

For hotel owners, Noted Collection is designed to provide access to IHG’s global systems without removing the character that made the property distinctive in the first place.

Owners will be able to retain the hotel’s name, identity and individual concept while connecting to IHG’s booking channels, loyalty programme and international sales network. The group expects this combination of independence and scale to appeal particularly to high-quality hotels seeking stronger commercial performance without adopting a tightly standardised brand model.

Image Credit: © IHG