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IHG just launched its 21st brand. It’s called the Noted Collection.
The move was official as of February 17, 2026. If you’re tired of the “beige box” hotel experience, this is for you. It’s IHG’s latest play into the “soft luxury” space. Think independent hotels that want to keep their soul but need IHG’s massive booking engine to survive.
For those of us who live out of a suitcase but hate the corporate feel of a standard Crowne Plaza, this is a big win.
IHG has been on a tear lately. 11 new brands in 11 years. Noted Collection is the newest. It sits in the upscale to upper upscale bracket.
The goal? “One-of-one” hotels. Properties with a history. Distinct design. Individuality. We’re talking heritage buildings, converted palaces, and ultra-modern architectural standouts.
It’s the “anti-chain” chain.
Owners get to keep the name on the door and the vibe in the lobby. Guests get the IHG One Rewards perks and the peace of mind that comes with a global brand standards check.
We’ve all been there. You land in a city like London or Tokyo and want something local. Something with character. But you also want to use your points.
Usually, that means compromise. You stay at a sterile Hyatt Regency LAX because the math makes sense, even if the vibe doesn’t.
Noted Collection changes the math.
It’s for the traveler who:
Photo: IHGIf you’ve stayed at Marriott’s Autograph Collection or Hilton’s Curio, you know the drill. This is IHG finally playing that same game at scale.
Every brand needs its pillars. IHG defined three for Noted.
Let’s be real. Marriott has owned this space for a long time. Their Autograph Collection is massive and, honestly, pretty good.
IHG has tried this before with Vignette Collection, but Noted feels different. It’s broader. It’s aiming for 150 hotels over the next decade.
Marriott’s Autograph is the benchmark. If Noted can pull properties with half that character, they’re in the game. The advantage for IHG loyalists is that their points often go further than Marriott Bonvoy points: at least for now.
We’ve seen what happens when these “soft brands” get popular. Look at the JW Marriott Resort Spa Los Cabos. It’s great, but the points cost has skyrocketed. We’re watching to see if IHG does the same.
This is where it gets tricky.
IHG One Rewards uses dynamic pricing. That’s fancy talk for “it costs more when it’s busy.”
With luxury properties like Kimpton and InterContinental often hitting 100k+ points a night, where does Noted fit?
Expect these to be high-tier. 70k to 120k points per night for the good ones (our projection, not an IHG-announced rate).
The strategy:
If these become 150k point-per-night “trophy properties,” they’ll be useless for the average traveler. But if they stay in the 60k-80k sweet spot? Game changer.
The rollout starts in the EMEAA region. Europe, Middle East, Asia, and Africa.
IHG’s said early discussions and deal activity are underway in places like London, Dubai, and Singapore — but they haven’t confirmed any specific signings or opening dates yet. Expect the first few “Noted” signs to pop up by late 2026.
Why not the US first? Because the US market is already saturated with boutique-style brands like Tapestry and Tribute. The EMEAA region has thousands of high-end independent hotels that are struggling to compete with the big guys. They need IHG’s tech.
For us, it means more reasons to head across the Atlantic or Pacific. Maybe a cool transit stay after landing at Tokyo Haneda or a stopover in Europe.
We like it.
IHG has historically been a bit boring. Reliable, but boring. Holiday Inn is the Honda Civic of hotels. Great, but you don’t take photos of it.
Noted Collection feels like IHG finally admitting that travelers want more. We want the KLM Crown Lounge level of service but in a hotel that feels like a local’s secret.
The success of the brand depends on one thing: The Gatekeeping.
If IHG lets any old “above average” hotel join, the brand becomes meaningless. If they actually stick to the “one-of-one” promise? We’re looking at a serious competitor to the best of Marriott and Hyatt.
Keep an eye on the sitemap for updates as the first properties are officially named.
Whether you’re planning a trip to London or just looking for a better way to burn some points, the Noted Collection is one to watch. It’s about time IHG got a little more interesting.
If you have questions about how this affects your current status or point balance, check out our contact page or hit us up.
Join the Conversation
Are you an IHG loyalist who’s been waiting for a brand like this, or do you think “soft luxury” is just a way for chains to charge more for less? Drop your thoughts below: would you pick a Noted Collection property over a tried-and-true InterContinental?
Modhop Host & Founder Jake Redman brings years of global exploration and travel tips to the podcast and our videos at Modhop. Jake is also a Producer and Host for SiriusXM.
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