IHG Hotels & Resorts has introduced the Noted Collection, a new soft brand that will target conversions in the upscale to upper-upscale segments.
According to IHG, the brand is designed to bring independent hotels into IHG's system while allowing them to retain their individual character.
Each Noted Collection property must feature three hallmarks: distinct design and individuality; curated guest experiences that feature signature food, drink and cultural moments; and a warm, personalized service style, incorporating touches such as handwritten notes and other "thoughtful details."
Participating properties gain access to IHG's distribution and revenue management platforms as well as its IHG One Rewards loyalty program, which the company said has more than 160 million members.
Talks underway with possible members
IHG added that it is currently in discussions with multiple property owners, including several with hotel portfolios, about potential additions to the brand.
Noted Collection will sit within IHG's Premium tier, playing alongside brands like Crowne Plaza, Voco and Ruby.
The company expects the brand to reach more than 150 properties worldwide within the next decade, with the brand's initial rollout set to begin throughout Europe, the Middle East, Asia and Africa.
"There is strong appetite from owners of high-quality, one-of-a-kind hotels ready to join the power of our platforms and expertise," IHG CEO Elie Maalouf said in a statement.
IHG estimates that many of the roughly 2.3 million independent rooms globally within the upscale and upper-upscale segments "could benefit from being a part of IHG's powerful enterprise."
Noted Collection is IHG's 21st brand.