IHG Launches Noted Collection as New Premium Brand Focused on Conversions
InterContinental Hotels Group PLC (IHG) has announced the launch of Noted Collection, a new premium collection brand, with initial discussions underway with multiple hotel owners, including groups with multi-hotel portfolios, for potential inclusion in IHG’s system.
Noted Collection is positioned primarily as a conversion-focused brand within the upscale to upper-upscale segments. It is designed to support the performance of distinctive, high-quality hotels while expanding guest choice across a wider range of destinations. IHG estimates that a significant portion of the 2.3 million independent hotel rooms globally within these segments could benefit from integration into its platform, which includes revenue management, distribution, technology capabilities, and the IHG One Rewards loyalty programme. The company expects the brand to grow to more than 150 hotels worldwide over the next decade.
Elie Maalouf, Chief Executive Officer of IHG Hotels & Resorts, said the launch of Noted Collection complements the group’s existing premium brands and builds on its recent expansion through conversion-focused offerings. He added that the brand responds to demand from owners of individual hotels seeking access to IHG’s systems while maintaining their property’s character and positioning.
Noted Collection becomes IHG’s 21st brand and its 11th new brand introduced in the past 11 years. It will sit within IHG’s premium portfolio alongside brands such as Crowne Plaza, voco, and Ruby, while also complementing Hotel Indigo and Vignette Collection in the luxury and lifestyle space. The brand will roll out globally, beginning in the Europe, Middle East, Asia and Africa (EMEAA) region.
Each Noted Collection property is intended to be a one-of-a-kind hotel, selected for its individual perspective, design approach, and local relevance. The brand is structured around three core elements: hotels chosen for their distinct identity; guest experiences shaped through curated food, beverage, and cultural offerings; and service designed to encourage natural interaction and connection.
For hotel owners, Noted Collection offers the opportunity to join a curated group of individual properties in urban and resort destinations while retaining operational identity, supported by IHG’s global scale, loyalty platform, and commercial infrastructure.
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