IHG launches Noted Collection, its 21st brand, targeting conversions
According to the group, the new premium collection brand has already forged ahead with initial discussions with multiple owners, including several with portfolios of hotels, for potential addition into IHG’s powerful enterprise.
The new brand is said to be designed to target high-quality, distinctive hotels, and will be rolled out initially within its Europe, Middle East, Asia and Africa (EMEAA) region before expanding globally. IHG expects to reach more than 150 Noted Collection hotels around the world in the next decade and occupy a distinct space in the group’s premium portfolio.
According to the hotel group, the scope expands to more than 2.3 million independent rooms globally that could benefit from being part of the group tapping into their revenue management, distribution and technology capabilities, and also its 160 million IHG One Rewards members.
IHG Hotels & Resorts, Chief Executive Officer, Elie Maalouf said the new brand will complement its existing premium brands Vignette Collection in luxury and lifestyle, and its fast-growing conversion brands Voco and Garner.
“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,” Maalouf said.
The brand launch announcement came alongside IHG releasing its full-year 2025 financial results.
“We opened a record 443 hotels in the year and added another 694 into our pipeline, including the highest ever hotel openings and signings in Greater China, as owner demand for our brands continues to increase globally. With over 6,900 open hotels around the world, as we look to the future, our pipeline of a further 2,300 properties is equivalent to system growth of over 33%,” Maalouf said.
The latest brand launch follows IHG’s 2025 acquisition of lifestyle brand Ruby, targeting city-break destinations, with Noted Collection to underline the group’s commitment to invest in “a powerful premium portfolio that meets evolving guest and hotel owner needs,” Maalouf said.
Noted Collection marks IHG’s 21st brand and 11th new brand in as many years, and is said to occupy a distinct space within IHG’s premium portfolio alongside Crowne Plaza, Voco, and Ruby, while complementing their distinctive luxury and lifestyle brands, Hotel Indigo and Vignette Collection.
The new brand will target hotel owners with high-quality hotels or, “one-of-a-kind properties in leading urban and resort destinations”, offering them to retain their hotel’s individual character and identity; “and at the same time quickly connecting to and benefitting from IHG’s powerful enterprise, loyalty programme and global scale,” IHG stated.
Noted Collection will be distinguished across three hallmarks: Noteworthy Stays, for distinct hotels including heritage icons to modern one-offs, The Edit, hotels that offer strong food and beverage and signature moments, and Conversation Starters, focussing on hotels where service is perceptive through thoughtful details and cultural programming.
“A premium collection of one-of-one hotels, each Noted Collection property is thoughtfully curated for its distinct point of view, the experiences it reveals and the conversations it sparks,” the group stated.