IHG Hotels & Resorts has launched Noted Collection as its 21st brand. Positioned within IHG’s premium portfolio, this new “soft brand” is designed specifically for upscale to upper-upscale independent hotels that wish to maintain their unique identity while plugging into IHG’s global enterprise.
Primary Focus will be on property conversions for high-quality, “one-of-one” independent hotels in major urban and resort destinations.
IHG aims to grow the collection to more than 150 hotels globally over the next decade. The brand will first launch in the Europe, Middle East, Asia & Africa (EMEAA) region before expanding globally.
Participating properties gain access to the IHG One Rewards loyalty program (160M+ members), advanced revenue management, and global distribution systems.
Each property is expected to incorporate three specific “hallmarks” defined by IHG: The focus will be on properties with a distinct story, confident design, and individuality, curated experiences (e.g., signature rituals or soundscapes) and food & beverage offerings that act as a “cultural lens” and what are called conversation starters, personaliwed, unforced service styles, including thoughtful details like handwritten notes.
Noted Collection will sit alongside IHG’s other premium brands such as Crowne Plaza, voco, and the recently acquired Ruby Hotels.
The premium soft brand targeted upscale and upper upscale conversions. Initial rollout focused on Europe, Middle East, Asia and Africa region. IHG aims for over 150 Noted Collection hotels globally in the next decade. Discussions have begun with multiple owners including portfolio holders.
