InterContinental Hotels Group has unveiled Noted Collection, a new premium collection brand focused on conversions, with plans to grow to 150 hotels globally over the next decade. Robbie Hodges reports

InterContinental Hotels Group has announced the launch of Noted Collection, a new premium collection brand designed to attract high-quality independent hotels into its global system. The brand will focus primarily on conversions in the upscale to upper upscale segment, giving owners the option to retain their property’s individual identity while benefiting from IHG’s global infrastructure.

Noted Collection becomes IHG’s 21st brand and the 11th it has introduced in the past decade. It will sit within the company’s premium portfolio alongside Crowne Plaza, Voco and Ruby, while complementing its luxury and lifestyle brands such as Hotel Indigo and Vignette Collection. The brand will begin rolling out in the Europe, Middle East, Asia and Africa region before expanding globally.

IHG says there are around 2.3 million independent hotel rooms worldwide in the upscale and upper upscale categories. Many of these properties operate outside major hotel groups. By joining Noted Collection, owners would gain access to IHG’s revenue management systems, distribution channels, technology platforms and its IHG One Rewards loyalty programme, which has more than 160 million members.

Elie Maalouf, CEO of IHG Hotels and Resorts, says: “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 and 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.

“Last year we acquired urban lifestyle brand Ruby for must-visit city break destinations, and Noted Collection’s arrival underlines our continued commitment to invest in a powerful premium portfolio that meets evolving guest and hotel owner needs. Noted Collection will allow guests around the world to enjoy even more choice and new experiences with the trust of True Hospitality that comes with every stay at an IHG hotel.”

IHG expects Noted Collection to reach more than 150 hotels globally within ten years. The company describes it as a collection of individual properties that each bring a clear sense of character and local connection. Rather than standardising design across all hotels, the brand will focus on curating distinctive properties that reflect their own history, architecture or cultural setting.

The guest experience will be shaped around three core ideas. The first centres on selecting hotels with a strong sense of identity, from heritage buildings to contemporary standalone properties. The second focuses on curated guest experiences, including signature food and drink concepts designed to reflect local culture. The third emphasises service that feels personal and conversational, supported by IHG’s operational standards.

For owners, the launch reflects growing interest in conversion-friendly brands. Rather than building new hotels from the ground up, many investors are choosing to rebrand existing properties in order to access loyalty programmes and global distribution networks more quickly. Conversion brands have become one of the fastest-growing segments within major hotel groups in recent years.

Noted Collection also signals IHG’s continued expansion across all segments of the market. In recent years, the group has added brands in luxury, lifestyle and midscale categories as it competes for a broader range of travellers and owners.