IHG Hotels & Resorts has introduced Noted Collection, a new premium soft brand aimed at attracting upscale and upper-upscale independent hotels into its global system. The launch marks IHG’s 21st brand and the 11th new brand introduced by the company in the past decade, underscoring its aggressive expansion across multiple segments.
Designed primarily for conversions, Noted Collection targets high-quality, one-of-a-kind properties that want to retain their identity while benefiting from IHG’s scale. The company estimates that roughly 2.3 million independent rooms worldwide in the upscale and upper-upscale categories could potentially benefit from joining a larger distribution and loyalty ecosystem. Initial discussions are already underway with multiple hotel owners, including operators with multi-property portfolios, as IHG begins its rollout in Europe, the Middle East, Asia and Africa.
For guests, the brand promises a curated experience rooted in individuality. Each Noted Collection hotel must meet three hallmarks: distinctive design and character; carefully edited guest experiences featuring signature food, beverage and cultural moments; and a warm, conversational service style. IHG describes these properties as “one-of-one” hotels – ranging from heritage icons to contemporary urban standouts – where storytelling, thoughtful details and locally inspired programming shape the stay.
Balancing Independence with Global Scale
Soft brands have become a key battleground among major hotel groups, offering independent owners access to global platforms without sacrificing autonomy. Noted Collection follows this model, allowing hotels to keep their names and personality while plugging into IHG’s enterprise infrastructure.
Participating properties gain access to IHG’s revenue management systems, technology platforms and global distribution network, along with IHG One Rewards, which counts more than 160 million members worldwide. For owners, this provides immediate visibility and potential performance uplift, particularly in competitive urban and resort destinations.
IHG positions Noted Collection within its Premium tier, alongside brands such as Crowne Plaza, voco and Ruby, while complementing its Luxury and Lifestyle portfolio, including Vignette Collection and Hotel Indigo. CEO Elie Maalouf said the brand builds on the success of IHG’s recent conversion-focused growth and responds to strong demand from owners seeking both flexibility and scale.
The company expects Noted Collection to surpass 150 properties globally within the next decade, signaling confidence in conversion-led expansion. As competition intensifies among hotel giants – Hilton, Hyatt and Marriott have all recently launched new collection-style brands – IHG is reinforcing its presence in the premium segment.
A Broader Strategy for Premium Growth
The launch of Noted Collection reflects IHG’s broader strategy to strengthen its premium portfolio while diversifying beyond traditional standardized brands. The emphasis on curated experiences, signature rituals and “conversation-starting” hospitality aligns with shifting traveler expectations, particularly among guests seeking distinctive stays without sacrificing reliability.
At the same time, the brand strengthens IHG’s ability to capture independent supply in key markets. By combining storytelling and individuality with the operational backbone of a global group, IHG aims to offer owners a pathway to stronger commercial performance while preserving authenticity.
As global travel demand remains resilient, the premium segment continues to draw both leisure and business travelers looking for experiential yet dependable options. With Noted Collection, IHG is positioning itself to compete more directly in the increasingly crowded soft-brand space – leveraging loyalty, scale and technology to attract the next generation of independent hotel partners.
