InterContinental Hotels Group (IHG) has introduced a new premium collection brand, Noted Collection, with aims of expanding its presence in the upscale and upper-upscale hotel segment through property conversions.
The company is currently in talks with several hotel owners, including those managing multiple properties, to discuss potential integration into the IHG system.
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The Noted Collection marks IHG’s 21st brand and is expected to reach more than 150 hotels worldwide within the next ten years.
The initial rollout of the Noted Collection will target Europe, the Middle East, Asia, and Africa before expanding globally.
IHG positions this brand within its premium portfolio alongside Crowne Plaza, voco, and Ruby, complementing other brands such as Hotel Indigo and Vignette Collection.
The focus is on independent hotels seeking to retain their unique identity while accessing IHG’s infrastructure, which includes revenue management tools, distribution networks, technological support, and access to more than 160 million IHG One Rewards loyalty members.
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By GlobalDataEach property joining the Noted Collection will maintain its individual character while benefiting from IHG’s operational systems and global reach.
IHG Hotels & Resorts CEO Elie Maalouf 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 & Lifestyle and our fast-growing conversion brands like voco and Garner.
“There is a 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.”
With approximately 2.3 million independent rooms worldwide in the relevant segments, IHG sees a significant opportunity for expansion through conversions.
Owners who join the Noted Collection will have their hotels included in a group of individually recognised properties in major urban and resort areas.
These hotels will gain immediate access to IHG’s enterprise resources and loyalty programme while continuing to operate with autonomy over their distinct characteristics.
Recently, IHG Hotels & Resorts signed a franchise deal for Garner Bhiwadi, bringing the brand to India’s National Capital Region for the first time.
