IHG Announces New Premium Brand, Noted Collection

IHG Hotels & Resorts is introducing a new brand to its premium portfolio called Noted Collection, which will focus on converting upscale-to-upper-scale properties. 

The company is already in talks with multiple owners, including several with portfolios of hotels, for potential to join the new brand. IHG will begin Noted Collection with hotels in the Europe, Middle East, Asia & Africa (EMEAA) region and expand globally overtime, with the expectation to 150 Noted Collection hotels worldwide in the next decade. 

“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,” said Elie Maalouf, CEO of IHG Hotels & Resorts. “Last year we acquired urban lifestyle brand Ruby for must-visit city break destinations, and Noted Collection’s arrival underlines our continued commitment to invest in a powerful premium portfolio that meets evolving guest and hotel owner needs.” 

He added that, “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.”   

IHG is positioning the new brand as offering “noteworthy stays” with some kind of heritage or story, “signature moments” with local experiences for guests, and “conversation starters” with personal touches such as handwritten notes, curated objects, and cultural programming that leaves guests with mementos from their stay.

Noted Collection will complement IHG’s existing premium brands, such as Vignette Collection in the Luxury & Lifestyle portfolio, and the fast-growing premium conversion brands Garner and voco, which just had openings in Bangkok and Florida’s Treasure Coast.