IHG launches premium Noted Collection for independent hotels

IHG has announced the launch of a new premium collection brand, Noted Collection, aimed at converting independent upscale hotels across the EMEAA region. 

It comes as the group is in discussions with multiple owners regarding the addition of various portfolios to the brand. IHG expects to reach more than 150 Noted Collection hotels globally over the next 10 years.

The brand focuses on high-quality, distinctive properties in the upscale and upper upscale segments. These hotels will gain access to IHG technology and a loyalty programme featuring more than 160 million members.

Noted Collection becomes the 21st brand for the company, joining a premium portfolio that includes Crowne Plaza, voco, and Ruby. Initial rollout will begin across Europe, the Middle East, Asia, and Africa.

Each property will retain its individual character while meeting three specific brand hallmarks. These include ‘noteworthy stays’ based on unique design, ‘the edit’ for curated guest experiences, and ‘conversation starters’ for personalised service.

The company aims to capture a portion of the 2.3 million independent rooms currently operating globally. Owners will retain hotel identity while using the firm’s revenue management and distribution capabilities.

Elie Maalouf, chief executive of IHG, said: “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. 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.”