IHG Hotels and Resorts unveils new premium collection brand, Noted Collection™

InterContinental Hotels Group PLC (IHG) today announces the launch of its new premium collection brand, Noted Collection, with initial discussions already underway with multiple owners, including several with portfolios of hotels, for potential addition into IHG’s system.

Announcement Date:
February 17, 2026

Positioning:
A new premium collection brand focused on upscale to upper‑upscale conversions.

Target Market:
Independent, high‑quality, distinctive hotels seeking stronger performance through IHG’s global platform.

Scale Ambition:
IHG expects to grow to 150+ Noted Collection hotels worldwide within the next decade.

Brand Concept
- Curated Portfolio: Each property is “one‑of‑one,” chosen for its individuality, story, and design.
- Guest Experience Hallmarks:
- Noteworthy Stays: Distinctive hotels with heritage or modern intrigue.
- The Edit: Editorially curated experiences — signature dishes, rituals, or cultural touchpoints.
- Conversation Starters: Warm, perceptive hospitality with thoughtful details (e.g., handwritten notes, curated objects).

Strategic Context
- IHG’s 21st Brand: Also its 11th new brand in the past decade.
- Portfolio Fit: Sits within IHG’s premium segment alongside Crowne Plaza, voco, and Ruby, complementing lifestyle brands like Hotel Indigo and Vignette Collection.
- Rollout: Begins in the Europe, Middle East, Asia & Africa (EMEAA) region before expanding globally.
- Owner Benefits: Retain hotel individuality while gaining access to IHG’s enterprise tools, distribution, and 160M+ IHG One Rewards members.

Leadership Insight
- Elie Maalouf (CEO, IHG Hotels & Resorts):
> “Noted Collection offers owners of one‑of‑a‑kind hotels a distinctive brand and gateway to stronger performance… Guests will enjoy even more choice and new experiences with the trust of True Hospitality.”

This move strengthens IHG’s conversion brand strategy, following successes with voco, Garner, and Ruby, and reflects growing demand for curated, character‑driven hotels in the premium space.