InterContinental Hotels Group PLC has unveiled a new upscale hotel brand, Noted Collection, as part of its global expansion strategy in the premium hotel segment. The brand, IHG’s 21st and the 11th introduced in just over ten years, is designed to bring high-quality independent and distinctive hotels into the IHG portfolio while allowing them to retain their unique character and identity.
Focused primarily on conversions of existing properties in the upscale to upper-upscale tiers, Noted Collection will leverage IHG’s global infrastructure, including its revenue, distribution and technology platforms, as well as access to more than 160 million members of its IHG One Rewards loyalty programme. The company anticipates rolling the brand out across key markets, beginning in Europe, the Middle East, Asia and Africa.
IHG has begun discussions with several owners — including those with multiple properties — about potential additions to the new collection. The group expects the brand to grow to include more than 150 hotels worldwide over the next decade.
Chief Executive Elie Maalouf said the launch complements IHG’s existing premium offerings, such as Crowne Plaza, voco and the recently acquired Ruby brand, and builds on its broader luxury and lifestyle portfolio.
The Noted Collection is positioned to appeal to owners of characterful, one-of-a-kind hotels seeking to benefit from IHG’s scale while preserving local identity and guest experience.
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