IHG launches new premium brand targeting hotel conversions

InterContinental Hotels Group (IHG) has unveiled the Noted Collection, a new premium brand designed to attract distinctive, one-of-a-kind hotel conversions in the upscale to upper-upscale segment. The Middle East has been identified as a priority market for growth under the new flag.

 

As IHG’s 21st brand, Noted Collection will roll out globally, beginning in the Europe, Middle East, Asia and Africa (EMEAA) region. The group plans to reach more than 150 Noted Collection hotels worldwide over the next decade and is already in advanced discussions with multiple owners, including several portfolio operators.

 

Describing the brand, IHG said Noted Collection will offer a premium collection of one-of-a-kind, distinctive independent properties located in leading urban and resort destinations, with each property “thoughtfully curated for its distinct point of view, the experiences it reveals and the conversations it sparks”.

 

IHG has set out three key hallmarks for properties within the Noted Collection. The first is Noteworthy Stays, in which each hotel tells its own story through confident design, individuality and a sense of intrigue. The collection is expected to range from heritage landmarks to modern, design-driven hotels, each offering a distinct identity and narrative.

 

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The second hallmark focuses on experiences curated through an editorial lens. Guests can expect signature, narrative-driven moments such as a cocktail, dish, ritual or soundscape that reveals something “unexpected, magnetic and locally connected”. 

 

The final hallmark centres on guest service that encourages “genuine connection” and conversation. Service will be natural and personable, complemented by thoughtful details such as handwritten notes, curated objects and cultural programming designed to engage guests on an emotional level.

 

According to IHG, many of the 2.3 million independent rooms globally in the upscale and upper-upscale categories could benefit from joining the IHG enterprise, gaining access to its advanced revenue management systems, global distribution capabilities, industry-leading technology and the power of its 160 million IHG One Rewards members.

 

 

 

 

Elie Maalouf, Chief Executive Officer, IHG Hotels & Resorts, said: “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.”