IHG Hotels & Resorts is expanding its premium footprint in Japan with the introduction of its Noted Collection brand. The company has signed two properties in Tokyo, marking the brand's debut in the country and adding to its global pipeline.
The first property, a 207-key conversion, will open in the Kabukicho district of Shinjuku in 2027. The hotel will undergo a full renovation and rebranding to reflect the area's dynamic energy and cultural identity. Kabukicho is known for its vibrant nightlife and entertainment, making it a fitting location for a brand that emphasizes local character.
The second property, an 81-key new-build, is slated for Ginza's prestigious 8-chome district, with an opening planned for 2029. This hotel will feature family-friendly suites and premium amenities, including a restaurant and bar, and a fitness centre. Ginza is Tokyo's premier shopping and dining destination, attracting both leisure and business travellers.
Abhijay Sandilya, Managing Director of Japan & Micronesia for IHG, highlighted the significance of the signings: “Introducing Noted Collection to Japan through these two signings marks an important milestone for the brand and reflects the strong opportunity we see in the premium segment in Japan.”
The Noted Collection, launched earlier this year, is designed for distinctive independent properties. It allows hotel owners to maintain their individuality while leveraging IHG's global distribution and loyalty programme, IHG One Rewards. This model appeals to owners seeking brand support without sacrificing their property's unique identity.
These Tokyo signings add to the brand's growing international pipeline, which already includes properties in the United Kingdom and Saudi Arabia. The expansion underscores IHG's strategy to grow its premium portfolio in key urban markets across Asia.
Strategic growth in Japan's premium segment
Japan remains a key market for international hotel groups, driven by robust inbound tourism and a strong domestic travel culture. IHG's move into the premium segment with Noted Collection complements its existing brands in the country, such as InterContinental, ANA Hotels, and Holiday Inn.
The timing aligns with broader trends in Tokyo's hospitality market. Finnair's expansion of its Tokyo network to 32 weekly flights by summer 2027 reflects growing international connectivity, which is expected to sustain demand for hotel rooms. Additionally, recent JNTO data showing a 59% drop in Mainland China arrivals in August highlights the importance of diversifying source markets, a challenge that premium hotels are well-positioned to address.
IHG's focus on the premium segment is part of a broader industry trend. FH55 Hotels' recent rebranding to sharpen its luxury positioning across Italy and IHCL's debut of its Ginger brand in Jorhat, Assam illustrate how hotel groups are tailoring their portfolios to meet evolving traveller expectations.
For travel professionals, the Noted Collection offers a new option for clients seeking authentic, locally inspired stays with the reliability of a global brand. The Tokyo properties are expected to appeal to both leisure and business travellers, with the Shinjuku hotel tapping into the area's entertainment scene and the Ginza property catering to upscale shoppers and families.
As IHG continues to expand Noted Collection, the brand's success in Tokyo will be closely watched by competitors and investors alike. The signings reinforce IHG's commitment to Japan, a market that remains a cornerstone of its Asia-Pacific growth strategy.
