IHG Launches Noted Collection: A New Premium Brand for Independent, Luxury Properties

Updated: February 17, 2026, 2:07am CST

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Table of Contents

IHG’s New Noted Collection: What We Know So Far
How Noted Collection Compares to What Other Hotel Chains Are Doing
Final Thoughts

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IHG has launched 11 new brands in the past 11 years, and that annual tradition is continuing with the Noted Collection, a new premium brand designed to bring independent luxury hotels into its growing portfolio.

While there aren’t any Noted Collection properties open yet, the announcement gives us a clear look at where IHG is heading — and what this could mean for IHG One Rewards members.

IHG’s New Noted Collection: What We Know So Far

IHG announced the Noted Collection on February 17, describing it as a premium soft brand aimed at distinctive, independent luxury and upper-upscale hotels that want to retain their individuality while benefiting from IHG’s distribution and loyalty ecosystem.

At launch, there are no confirmed properties operating under the Noted Collection flag. That means this is very much a pipeline story. IHG will now begin signing hotels into the brand. Historically, when IHG launches a collection-style brand, initial growth tends to be gradual, often starting with a handful of conversion properties before scaling globally.

IHG Hotels Noted Collection reveal — Image Credit: IHG

Within IHG’s brand portfolio, Noted Collection appears to slot below ultra-luxury brands like Six Senses and Regent but above mainstream premium flags. It’s designed to compete in the “soft luxury” space, giving independent hotels access to IHG’s booking channels and, importantly, the IHG One Rewards program.

For points and miles enthusiasts, there is an important, unanswered question: Will these hotels price at the very top of the award chart?

IHG has not yet released pricing or award details, but if these properties participate fully in IHG One Rewards, this could open the door to more aspirational redemption opportunities — especially in markets where IHG’s luxury footprint is currently limited. Given the brand’s positioning, it’s entirely possible that award stays at Noted Collection properties could cost 100,000 points per night or more.

IHG says Noted Collection will roll out globally but will start in the Europe, Middle East, Asia, and Africa regions. IHG hopes to have 150 properties in the collection within a decade.

Perks guests can expect at the Noted Collection include:

Distinct properties that feel truly unique
Signature moments that IHG refers to as “The Edit” (not to be confused with The Edit from Chase)
Warm hospitality

Hot Tip:

There’s never a bad time to learn about the various ways to earn IHG points and how to redeem IHG points for maximum value.

How Noted Collection Compares to What Other Hotel Chains Are Doing

IHG is entering a competitive space already occupied by similar soft brands at other major chains.

Marriott has the Autograph Collection and The Luxury Collection, both of which allow independent properties to retain their identity while participating in Marriott Bonvoy. Marriott’s collections have grown to hundreds of properties worldwide and are fully integrated into its loyalty program, though award rates can be high.

Hilton offers both the Curio Collection and Tapestry Collection, following a similar model. Hilton Honors members can earn and redeem points, though pricing at high-end properties is often steep.

Meanwhile, Hyatt partners with independent luxury hotels through its Unbound Collection and has expanded further with Mr & Mrs Smith. Hyatt’s Unbound Collection stands out for more predictable award pricing — something IHG has moved away from in recent years — though stays at Mr & Mrs Smith properties don’t use World of Hyatt‘s standard award pricing.

In this context, Noted Collection feels like IHG’s attempt to strengthen its competitive position in the independent luxury segment — particularly in markets where conversion opportunities may be easier than hotels built from the ground up.

Final Thoughts

IHG’s Noted Collection doesn’t come with splashy openings — at least not yet. Strategically, this is an important move, even if there aren’t any hotels open or confirmed yet.

Assuming these hotels participate fully in IHG One Rewards and offer meaningful redemption value, Noted Collection could add aspirational options for members looking beyond traditional chain-style properties. However, with dynamic award pricing now the norm at IHG, value will ultimately depend on how these properties are priced.

For now, this is a development worth watching. As soon as the first Noted Collection hotels are announced — and we see what award pricing looks like — we’ll have a much clearer picture of whether this new brand is a win for travelers.