IHG Hotels & Resorts has expanded its portfolio with the introduction of Noted Collection, a new premium brand focused on unique, upscale properties. The launch underscores a broader industry trend of hotel chains diversifying their offerings to capture distinct market segments.
Distinctive Properties, Curated Experiences
Noted Collection will differentiate itself by featuring hotels chosen for their individual character, design, and stories. IHG describes these properties as “one-of-one,” meaning they will not fit the typical mold of standardized chain hotels. Guests can expect signature experiences tailored to each location, such as custom cocktails or local rituals, enhancing the overall stay.
Expansion Amidst Industry Growth
This addition marks IHG’s 21st brand overall and the 11th launched in the past decade. The company’s CEO, Elie Maalouf, emphasized the strong interest from owners of high-quality independent hotels seeking the benefits of IHG’s global platform.
“Noted Collection offers them a distinctive and attractive brand with a gateway to stronger performance.”
IHG expects to grow the collection to over 150 hotels within the next ten years, beginning with rollouts across Europe, the Middle East, Asia, and Africa.
Part of a Larger Trend
IHG is not alone in this move. Hilton, Hyatt, and Marriott have all recently introduced new brands catering to evolving traveler preferences. Hilton launched Apartment Collection, Hyatt debuted Unscripted, and Marriott unveiled Outdoor Collection—all signaling a shift toward more specialized and experiential hospitality options.
Immediate Availability & Rewards
IHG is currently in talks with hotel owners and plans to expand the Noted Collection gradually. A flash sale offering 25% off bookings for IHG One Rewards members is running until February 26, allowing immediate access to IHG’s broader range of hotels.
The launch of Noted Collection reinforces the trend of major hotel groups seeking to capture niche markets through branded collections, providing both owners and guests with more tailored and distinctive hospitality experiences.
