The new Noted Collection by IHG is looking to build a profile of 150 hotels over the next 10 years in the upscale and upper upscale hotel segment.
“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 [hotels] and our fast-growing conversion brands like voco and Garner,” said IHG Hotels & Resorts’ CEO, Elie Maalouf.
“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.”
Hallmarks of the new brand will see it target ‘one-of-one’ hotels with a ‘distinct story, confident design and individuality” that have ‘guest experiences curated through an editorial lens’ and ‘service [that] is perceptive, warm and unforced’.
The brand is being rolled out gradually around the world with Europe, the Middle East, Asia and Africa the first regions expected to debut the brand.
IHG says it is already in conversation with multiple hotel owners and several hotel portfolios to join the Noted Collection.
