InterContinental Hotels Group PLC (IHG) has announced the launch of a new premium collection brand, Noted Collection, with initial discussions under way with multiple hotel owners, including groups with hotel portfolios, for entry into the company’s system.
The announcement was made in Dubai, United Arab Emirates, on February 17, 2025. The brand will focus primarily on conversion opportunities in the upscale and upper upscale segments.
The company said Noted Collection is intended to support the performance of independent hotels and expand guest choice across destinations worldwide. IHG said many of the 2.3 million independent rooms globally within these segments could benefit from access to its enterprise, which includes revenue management, distribution systems, technology platforms and more than 160 million IHG One Rewards members.
IHG targets 150 hotels with Noted Collection launch
IHG said it expects the portfolio to exceed 150 Noted Collection hotels worldwide within the next decade.
“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. 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,” Elie Maalouf, Chief Executive Officer, IHG Hotels & Resorts said in a statement.
Maalouf also referenced the company’s acquisition of the urban lifestyle brand Ruby in 2024, stating that the launch of Noted Collection supports IHG’s continued investment in its premium portfolio and reflects changing guest and owner needs.
Noted Collection is IHG’s 21st brand and the 11th launched in the past 11 years. It will sit within the company’s premium portfolio alongside Crowne Plaza, voco and Ruby, and will complement Hotel Indigo and Vignette Collection.
The brand will roll out globally, starting in the Europe, Middle East, Asia and Africa region.
IHG described Noted Collection as a portfolio of individual hotels, each curated around its own point of view, experiences and guest interaction. The company identified three defining elements: Noteworthy Stays, The Edit and Conversation Starters.
For hotel owners, IHG said the brand allows properties to retain individual identity while gaining access to the company’s scale, loyalty programme and enterprise systems.
IHG Hotels & Resorts operates more than one million rooms across 6,963 open hotels in over 100 countries, with a pipeline of 2,300 additional properties. Approximately 400,000 people work across its hotels and corporate offices worldwide.
