InterContinental Hotels Group PLC launches its new premium collection brand, Noted Collection. The brand is focused primarily on conversions in upscale to upper upscale, Noted Collection. IHG said it expects to reach more than 150 Noted Collection hotels around the world in the next decade.

Noted Collection will roll out globally over time, beginning in the Europe, Middle East, Asia and Africa region. The company reports it has initial discussions with multiple owners, including several with portfolios of hotels, for the potential addition into IHG’s system.

“We’re very excited to bring Noted Collection to market, which complements our existing premium brands and builds on the success of Vignette Collection in Luxury & Lifestyle and our fast-growing conversion brands like voco and Garner," CEO Elie Maalouf said in a statement. "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.

"Last year we acquired urban lifestyle brand Ruby for must-visit city break destinations, and Noted Collection’s arrival underlines our continued commitment to invest in a powerful premium portfolio that meets evolving guest and hotel owner needs. Noted Collection will allow guests around the world to enjoy even more choice and new experiences with the trust of True Hospitality that comes with every stay at an IHG hotel.”

The Noted Collection is IHG's 21st brand and the 11th brand in the 11 years. According to the company, the brand will occupy a space within IHG's premium portfolio alongside Crowne Plaza, voco and Ruby, while adding to its luxury and lifestyle brands, Hotel Indigo and Vignette Collection.

A premium collection of one-of-one hotels, each Noted Collection property is thoughtfully curated for its distinct point of view, the experiences it reveals and the conversations it sparks, according to an IHG release. Three hallmarks ensure the guest experience across the Collection is distinct:

• 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 and 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.

For hotel owners, Noted Collection gives the oportunity 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; and at the same time quickly connecting to and benefitting from IHG’s powerful enterprise, loyalty program and global scale, the company adds.