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

Updated: February 17, 2026, 9:38am CST

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Table of Contents

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

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IHG has launched 11 new brands in the past 11 years, and that annual tradition continues 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. For travelers, that could mean staying at a distinctive, boutique-style hotel while earning and redeeming IHG One Rewards points.

Right now, there are no Noted Collection hotels, as IHG is still in the process of signing properties. Based on how IHG has rolled out similar collection brands, we’ll likely see a small number of hotels join first, with more added over time as the brand scales globally.

IHG Hotels Noted Collection reveal — Image Credit: IHG

Within IHG’s brand portfolio, the Noted Collection appears to slot below ultraluxury brands such as Six Senses and Regent but above mainstream premium flags. It’s designed to compete in the “soft luxury” space, giving travelers access to independent hotels within 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, an award stay at Noted Collection properties could cost 100,000 points per night or more.

IHG says Noted Collection will roll out globally, starting in Europe, the Middle East, Asia, and Africa. IHG aspires 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:

Learn about the various ways to earn IHG points and how to redeem IHG points for maximum value.

How Noted Collection Compares Other Hotel Chains

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 enable 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 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 through its partnership 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 developing hotels 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 no hotels are 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.