IHG Launches 21st Brand: Noted Collection

Key Points

• IHG has launched Noted Collection, its 21st brand, targeting upscale and upper-upscale independent hotels.
• The initial rollout of Noted Collection will focus on Europe, the Middle East, Asia, and Africa, aiming for over 150 hotels globally in the next decade.
• The move aligns with industry trends, as other major hotel groups have recently introduced similar collection or soft brands to attract independent properties.

Summary

InterContinental Hotels Group (IHG) has introduced Noted Collection, its 21st brand, designed to attract upscale and upper-upscale independent hotels by letting them retain their unique identities while joining IHG’s global system. The brand will initially roll out in regions with a high proportion of unbranded hotels, such as Europe, the Middle East, Asia, and Africa, with a goal of surpassing 150 hotels worldwide in the next ten years. This launch follows broader industry trends, with other major hotel groups also expanding their collection and soft brand offerings to appeal to independent hotel owners.