IHG Hotels & Resorts has signed Theobalds Estate in Hertfordshire as the first property for its new Noted Collection brand, marking an early milestone for the hotel group’s latest push into premium independent hospitality. The historic UK estate is expected to reopen under the Noted Collection by IHG name in 2027 following an extensive refurbishment.
Theobalds Estate is owned by Surya Hotels, part of Flying Trade Group, and sits within 55 acres of historic parkland near Theobalds Grove, about 35 minutes from London Liverpool Street. The property is partly Grade II listed and has deep historical roots, having previously served as a royal residence. IHG said the estate will be restored and repositioned as a premium hotel shaped by its setting, architecture and sense of place.
The signing is significant because Noted Collection is still a new brand within IHG’s portfolio. Launched earlier this year, it is designed for upscale and upper-upscale independent hotels that want to keep their individual identity while gaining access to IHG’s distribution, commercial systems and IHG One Rewards loyalty platform. IHG has said it wants to grow the brand to more than 150 hotels globally over the next decade.
For hotel owners, the proposition reflects a wider industry trend. Independent properties increasingly want the visibility and loyalty reach of a major hotel group, but without losing the character that makes them attractive to travelers. Noted Collection is IHG’s answer in the premium segment, sitting alongside brands such as voco, Ruby and Crowne Plaza. IHG’s Vignette Collection continues to serve independent luxury hotels.
Theobalds Estate is expected to become a wellness and leisure-focused destination after renovation. Planned upgrades include a spa, gym, dedicated wellness center, hyperbaric oxygen therapy, red light therapy, performance coaching, reformer Pilates, a spin studio, outdoor spa garden and longevity-focused programs. The project will also add padel courts and install air conditioning throughout the property, including within the listed historic building.
The estate’s outbuildings will also be refurbished, including a 25-meter outdoor heated pool lido that will be redesigned with a wellness spa, restaurant and children’s play area. New access roads and an arrival canopy are also planned to improve the guest experience from the moment visitors reach the property.
Alongside Theobalds Estate, Surya Hotels has signed a second agreement with IHG for Thatcher’s Hotel in Leatherhead, Surrey. That property will also undergo refurbishment before joining the voco brand, further strengthening IHG’s conversion-led premium portfolio in the UK.
Theobalds Estate gives Noted Collection a clear launch statement: a historic country property close to London, with a strong story, substantial grounds and a modern wellness proposition. For IHG, it is also a test of how quickly the new brand can attract owners looking for flexibility, scale and individuality in one platform.
