Summary: IHG Hotels & Resorts launched Noted Collection™ in February 2026, a premium brand that converts high‑quality independent hotels into IHG properties, linking them to IHG One Rewards and positioning India as a key market.

IHG Hotels & Resorts announced the introduction of Noted Collection™ in February 2026, a new premium brand designed to bring together distinctive independent hotels under the IHG umbrella while preserving their individual character. The IHG Noted Collection™ aims to meet growing demand for boutique, experience-led luxury stays and highlights India as a priority market for expansion.

A New Era of Premium Hospitality

Noted Collection™ targets owners of high‑quality independent hotels, offering a conversion model that brings those properties into IHG’s ecosystem without erasing their distinct identity. Instead of building new brand‑standard properties from scratch, IHG will integrate existing boutique hotels and provide them with global distribution, marketing support, and revenue management tools.

The new collection will sit alongside IHG’s premium portfolio, which already includes brands such as Crowne Plaza and voco. By curating a set of unique, high‑end properties, IHG intends to capture travelers seeking both refined service and an authentic sense of place, particularly in rapidly expanding markets like India.

Boosting Local Economies and Destination Appeal

IHG expects Noted Collection™ properties to attract higher‑spending visitors who favour culturally immersive experiences. Governments’ tourism data typically show that premium travellers spend more on local dining, cultural activities, and services, generating direct economic benefits for host communities.

  • Attracts high‑yield tourists seeking unique, locally rooted stays
  • Supports local businesses through increased spending on experiences
  • Expands upscale accommodation options in major tourist hubs

Strategic Expansion Across Key Regions

IHG plans to focus Noted Collection™ roll‑out in regions where demand for premium boutique stays is accelerating — including Europe, the Middle East, Africa and Asia. The timing follows a broader recovery in global travel and aligns with forecasts that predict strong growth in both inbound and outbound tourism across these markets.

For hotel owners in emerging destinations, joining Noted Collection™ offers access to IHG’s distribution reach and the opportunity to scale while retaining the local design and guest experience that distinguish their properties.

Seamless Integration with IHG’s Global Network

A key selling point for owners is membership in IHG’s distribution and loyalty ecosystem. Noted Collection™ hotels will be able to connect with IHG One Rewards’ member base of more than 160 million members, enhancing visibility and driving bookings from a global audience.

  • Access to IHG’s global distribution channels and marketing resources
  • Use of industry‑leading revenue management tools to optimise pricing
  • Connection to IHG One Rewards loyalty members for stronger demand
Boutique hotel facade showing local design elements for IHG Noted Collection™ in India
An example boutique property that could join IHG's Noted Collection™, blending local character with global standards

Appealing to the Modern, Experience‑Seeking Traveller

Noted Collection™ is built around the trend of travellers wanting both luxury and authenticity. Guests can expect properties to reflect local culture through curated design, regional cuisine and experiences that immerse visitors in the destination rather than presenting a standardised global template.

By marrying distinctive local character with IHG’s operational and marketing capabilities, the brand aims to support sustained tourism growth in destinations that adopt the model, particularly where demand for premium, experience‑led stays is rising.

What this means for travellers and the industry: Noted Collection™ broadens premium accommodation choices, particularly in India and other growth markets, while offering hotel owners a route to scale without losing identity. So what? For travellers, the launch promises more locally authentic luxury options backed by global standards; for destinations and hotel operators, it offers a pathway to attract higher‑spending visitors and boost local economies.