On Tuesday, IHG Hotels & Resorts launched a new hotel brand that focuses on luxury properties and curated guest experiences.
The new premium brand, called Featured Collectionwill feature “unique hotels… chosen for their distinctive history, confident design and individuality,” and each stay will offer exclusive experiences such as cocktails or special rituals. The new collection marks IHG’s 21st brand and 11th new brand in as many years.
“We are very excited to bring Noted Collection to market, which complements our existing premium brands and builds on the success of Vignette Collection in luxury and lifestyle and our fast-growing conversion brands such as voco and Garner,” said Elie Maalouf, CEO of IHG Hotels & Resorts, said in a statement. “There is a strong appetite from owners of unique, high-quality hotels who are willing to join the power of our platforms and experience, and Noted Collection offers them a distinctive and attractive brand with a gateway to stronger performance.”
Maalouf added that the new collection of hotels will “enable guests around the world to enjoy even more choice and new experiences with the confidence of True Hospitality that comes with every stay at an IHG hotel.”
IHG said it was already in initial discussions with several hotel owners for inclusion in the brand and hopes to roll it out over time, starting with Europe, the Middle East, Asia and Africa. In the next decade, the company said it expects to have more than 150 Noted Collection hotels around the world, although we can’t see any coming to market. brand website however, initial cash and points rates are unclear at this time.
IHG is not the only one launching new hotel brands. last month, Hilton presented the Apartment by Hilton collectionfocusing on apartment-style accommodations and partnering with aparthotel rental company Placemakr. And last year, the company launched its new Outset by Hilton Collection mark with first property in Moab, Utah.
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Also last year, Hyatt announced its new Unscripted Hyatt brand. Marriott debuted its new Marriott Bonvoy Outdoor Collection mark last year too; It’s complete with more than 450 outdoor-focused hotels, 50,000 homes and villas, and a focus on activities like skiing and snowboarding, hiking, cycling and surfing.
The IHG brand announcement also comes amid the company’s campaign. new flash sale. Through the sale, IHG One Rewards Members can enjoy 25% off stays booked through February 26.
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