tl;dr – Looks like this new brand might be an interesting one.
Earlier this year, IHG launched the Noted Collection, a premium conversion brand, rather quietly. Details were sparse at the time of the launch, but IHG recently signed its first Noted Collection property, shedding some light on how the rest of the portfolio might fill out. Let’s take a look!
The Theobalds Estate, Noted Collection by IHG
IHG has added Theobalds Estate to its Noted Collection, a historic estate located in Hertfordshire, UK, about 35 minutes north of central London. The estate has some deep history – it served as an 18th century residence for the Royal Family, and part of the property includes a building that was home to King James I in the 17th century. It currently operates as a ‘The Ridings, Part of Theobalds Estate,” under Surya Hotels.
Expected to debut in 2027 after undergoing a full refurbishment, the hotel aims to be one of the UK’s leading wellness and leisure destinations.”
Wellness offerings “will include a spa, gym, and dedicated wellness centre offering hyperbaric oxygen therapy, red light therapy, performance coaching, reformer Pilates, a spin studio, a 25-metre outdoor heated pool Lido, and an outdoor spa garden and longevity‑focused programmes.
Other new additions will include a new restaurant and a children’s play area.
It’s unclear how many rooms will be available after the renovation, though the property currently has 140 guest rooms.
As for the Noted Collection’s ambitions, a premium conversion brand focusing on truly unique properties seems to be the target. Here’s what IHG added about the Noted Collection in the announcement:
“For hotel owners, Noted Collection offers high‑quality hotels the opportunity to join a curated family of distinct, one‑of‑a‑kind properties in leading urban and resort destinations, while retaining their hotel’s individual character and identity. At the same time, owners can quickly connect to and benefit from IHG’s powerful enterprise, loyalty programme, and global scale. IHG’s 21st brand and 11th new brand in as many years, Noted Collection by IHG is a premium collection of distinct hotels – individual by nature, defined by intrigue, and supported by the scale, enterprise capability, and global loyalty platform of IHG One Rewards. It supports owners wishing to maintain the unique identity of their hotel, and sits alongside voco, Ruby, and Crowne Plaza in IHG’s Premium segment. The brand is designed for upscale to upper-upscale hotels, while IHG’s Vignette Collection continues to serve independent luxury hotels. IHG expects Noted Collection to play a significant role in its global growth strategy in the years ahead, with ambitions to build a collection of more than 150 hotels worldwide over the next decade.”
