InterContinental Hotels Group (IHG) has introduced Noted Collection, a new premium collection brand focused primarily on conversions in the upscale to upper-upscale segment.
The brand is designed to attract high-quality independent hotels seeking access to IHG’s global distribution, revenue management and technology platforms, as well as its IHG One Rewards programme of more than 160 million members. IHG said discussions are already underway with multiple owners, including portfolio operators, regarding potential additions to the brand.
Noted Collection becomes IHG’s 21st brand and will sit within its premium portfolio alongside Crowne Plaza, voco and Ruby, while complementing luxury and lifestyle brands including Hotel Indigo and Vignette Collection. The rollout will begin in the Europe, Middle East, Asia and Africa region.
IHG estimates that of the 2.3 million independent rooms globally within the upscale and upper-upscale segments, many could benefit from joining a larger enterprise platform. The group expects the brand to reach more than 150 hotels worldwide over the next decade.
The collection model allows properties to retain their individual identity while integrating into IHG’s commercial and operational systems. Each hotel will be selected for its distinct positioning and character, with brand hallmarks centred on curated guest experiences, locally driven food and beverage concepts, and personalised service.
For owners, the proposition centres on faster integration into IHG’s systems while maintaining design autonomy and brand individuality.
Elie Maalouf, CEO, IHG Hotels & Resorts, said: “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. 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.”
He most recently spent nearly a decade with Onyx Hospitality Group, where he served as hotel manager of Amari Phuket.
Under his leadership at Parkroyal Collection Pickering, the hotel strengthened its market positioning through renovation, sustainability initiatives and operational transformation, including workforce redesign and digital adoption programmes.
Prior to this, he was senior vice president – network management at Qatar Airways and has held leadership roles at Air Berlin, LOT Polish Airlines, and SAS Scandinavian Airlines.
His career includes leadership roles at Anantara Siam Bangkok, Shangri-La Bangkok, and Conrad Seoul.
