IHG brings Noted Collection to Tokyo with two signed hotels in Shinjuku and Ginza

IHG Hotels & Resorts announced the introduction of its premium collection brand, Noted Collection, to Japan through two signed hotels in central Tokyo. The agreements are with two different ownership partners and cover one conversion property in Shinjuku's Kabukicho district and one new-build in Ginza's 8-chome area. These signings bring Noted Collection to Tokyo as the brand continues to build a global pipeline.

Shinjuku: 207-key conversion (opening 2027)

Design and guest experience details provided for the Shinjuku hotel include a lobby intended to connect directly to a restaurant and café area to encourage interaction and discovery. The property will draw on the energy and local character of Shinjuku to create a distinctive identity aligned with Noted Collection's focus on individuality and sense of place.

Ginza: 81-key new-build (opening 2029)

The Ginza signing, with An Consulting, is an 81-key newly built hotel slated for 2029. It will be located in Ginza 8-chome, within walking distance of both Shimbashi Station and Ginza Station. The development marks IHG's first hotel in Ginza.

Planned features for the Ginza hotel include family-friendly suites, a restaurant and bar, and a fitness centre. IHG says the design will reflect Ginza's character and sophistication while offering a hospitality option aimed at both domestic and international travellers.

Brand context and strategic rationale

Noted Collection launched earlier the same year as IHG's 21st brand. It is described as a premium collection intended for independent properties with distinctive stories and a strong sense of place. The brand model gives owners flexibility to preserve a hotel's individuality while tapping into IHG's global commercial platforms and the IHG One Rewards loyalty programme.

The two Tokyo signings join other properties already in the Noted Collection pipeline, including Theobalds Estate in the UK and Cantonal Hotel Riyadh in Saudi Arabia, demonstrating early international expansion.

IHG's Japan leadership framed the signings as an opportunity in Japan's premium segment and highlighted owner demand for flexible brand solutions that balance individuality with access to an enterprise platform and loyalty programme. SC Capital Partners and An Consulting each commented on the fit between their projects and IHG's capabilities, citing opportunities to enhance guest experience and create a compelling hospitality offering in their respective districts.

What this matters to owners and the market

For owners considering affiliation, Noted Collection represents a brand option that promises brand support without imposing a uniform identity. For Tokyo specifically, the two locations target distinct guest segments: Shinjuku's nightlife and entertainment visitors and Ginza's luxury retail and cultural visitors. The staggered openings (2027 and 2029) give IHG time to test positioning in Japan's premium market and to adapt the brand rollout based on initial performance.