tl;dr – IHG will introduce a new upscale line of hotels.
Late last year, I signaled that IHG would be launching a new premium conversion brand that at the time had yet to be named. IHG has now introduced us to the “Noted Collection.”
What’s that you say? You have hotel brand fatigue? Oh, well – noted.
At the moment, conversion brands are all the rage in the hotel industry. For example, Hilton’s CEO recently indicated that 40% of the chain’s hotel growth last year came from conversions. A hotel conversion brand is a franchise affiliation tailored for existing, independent, or rebranded hotels to join a major chain. Many conversion brands (though not all) also tend to be soft brands, allowing hotels to retain unique, local character while benefiting from global distribution.
With regards to the Noted Collection, this will be “IHG’s 21st brand and 11th new brand in as many years, occupying a distinct space within IHG’s premium portfolio alongside Crowne Plaza, voco, and Ruby, while complementing our distinctive luxury and lifestyle brands, Hotel Indigo and Vignette Collection. Noted Collection will roll out globally over time, beginning in the diverse Europe, Middle East, Asia & Africa (EMEAA) region.”
IHG identifies three hallmarks of the Noted Collection brand:
“Noteworthy Stays: Each hotel is chosen for its distinct story, confident design, and individuality — forming a global portfolio defined by intrigue. From heritage icons to modern one-offs, every property leads its own conversation and enriches the Collection.
The Edit: Guest experiences curated through an editorial lens. Signature moments — a cocktail, dish, ritual, or soundscape — reveal something unexpected, magnetic, and locally connected. Food & Beverage becomes a cultural lens – intentional, narrative-driven, and crafted to spark discovery.
Conversation Starters: Hospitality that sparks genuine connection. Service is perceptive, warm, and unforced — blending IHG’s True Hospitality with a conversational style that feels natural and personal. Thoughtful details, from handwritten notes to curated objects and cultural programming, create moments guests carry with them long after their stay.”
Other recent notable developments at IHG include last year’s acquisition of Ruby Hotels. IHG is planning to open the first US Ruby location in Chicago.
I haven’t spent too much time at IHG properties over the years, but I’m hoping to change that this year. I have a few reservations at some Six Senses properties on the books, and while some locations of the luxury brand don’t fully participate in IHG Rewards, many still do, which makes it compelling from a points standpoint.
