The 50-room hotel will bring IHG’s newest premium collection brand to Jordan through a partnership with Al Ameed Coffee, turning the country’s coffee heritage into the central theme of the guest experience.
IHG Hotels & Resorts has signed a franchise agreement with Al Ameed Coffee to bring Noted Collection to Jordan, with a 50-room hotel planned for Amman.
The project will be one of the more unusual additions to IHG’s growing premium portfolio. Rather than simply incorporating a café or coffee bar into the property, coffee will form the central creative idea behind the entire hotel.
Located on one of Amman’s principal corridors connecting the city with Queen Alia International Airport, the hotel will sit within a rapidly developing area supported by new residential communities, commercial activity and improving transport connections.
Coffee becomes the hotel experience
The most distinctive element of the project will occupy its first two floors.
IHG and Al Ameed are planning a dedicated coffee reserve and experience centre, intended to explore the heritage, craftsmanship and rituals surrounding coffee.
That theme will then extend through the rest of the hotel, including guestrooms and curated moments within the guest journey.
It represents an interesting approach to lifestyle hospitality.
Hotels frequently use local food and drink as part of their sense of place, but this project takes a single cultural product and uses it as the organising idea for the property itself.
In Jordan, coffee provides particularly strong material for that approach.
Coffee is closely connected with hospitality, conversation and social rituals across the country and wider region. For Al Ameed, which was founded in Jordan in 1973, the hotel provides an opportunity to translate more than five decades of coffee culture into a broader hospitality experience.
The company began as a small roasting store and has since expanded into more than 30 international markets, with products spanning Turkish and Arabic coffee, espresso and filtered coffee.
More recently, it has also developed the Al Ameed Coffee Experience Store, moving beyond traditional retail towards more immersive coffee-led experiences.
A natural fit for Noted Collection
The concept aligns closely with what IHG is trying to establish with Noted Collection.
Launched in February 2026 as IHG’s 21st hotel brand, Noted Collection is aimed at distinctive independent upscale and upper-upscale properties that want to retain their individual character while gaining access to IHG’s distribution, technology and loyalty infrastructure.
Unlike a conventional hotel brand, there is no expectation that every Noted Collection property should look or feel the same.
IHG instead describes the collection around hotels with individual identities, strong connections to their neighbourhoods and experiences capable of creating curiosity and conversation.
A coffee-focused hotel created with a long-established Jordanian brand therefore offers a clear demonstration of how that positioning might work in practice.
Haitham Mattar, Managing Director, India, Middle East & Africa at IHG Hotels & Resorts, said Jordan continues to develop as a long-term growth market for the group and described the coffee concept as a natural fit for Noted Collection.
The partnership also gives IHG something that would be difficult to reproduce through a centrally developed brand concept: an existing local business with its own history, product knowledge and cultural recognition.
Al Ameed moves from coffee into hospitality
For Al Ameed Coffee, the agreement represents a significant extension of the business.
Basel Daher, Managing Partner at Al Ameed Coffee, said the hotel was a natural evolution of the company’s story, providing an opportunity to turn its coffee heritage into a complete hospitality experience rooted in Jordan.
That is an increasingly interesting route into hospitality.
Lifestyle hotels are attracting collaborations with companies that did not begin as hotel operators, including fashion houses, restaurant groups and other consumer brands whose identities can provide a ready-made narrative for a property.
Al Ameed brings a similar advantage.
Rather than inventing a theme for the hotel, the partners can build around something that already has history and relevance within the market.
The challenge will be making that idea sophisticated enough to work across an entire hotel rather than allowing it to become simply a branding exercise.
If executed well, the coffee experience centre could give the property a reason to attract local residents as well as hotel guests, potentially turning the building into a destination within the city rather than a place used only for overnight accommodation.
Noted Collection gathers momentum in the Middle East
The Amman agreement comes shortly after IHG announced the first Middle East signing for Noted Collection in Saudi Arabia.
In August, the company signed Cantonal Hotel Riyadh Noted Collection by IHG, introducing the new brand to the region through another franchise agreement.
The two projects demonstrate how IHG intends to use Noted Collection across different types of assets and markets while allowing each hotel to develop its own identity.
IHG has significant ambitions for the brand.
At launch, the company said it expects Noted Collection to reach more than 150 hotels globally over the next decade, targeting the large pool of independent upscale and upper-upscale properties that could potentially benefit from joining a global hotel system.
For owners, the proposition combines greater independence around design and positioning with access to IHG’s commercial platform and IHG One Rewards, which has more than 160 million members.
IHG deepens its Jordan presence
The signing will also broaden IHG’s existing footprint in Jordan.
The group currently operates eight hotels across three brands in the country: InterContinental Hotels & Resorts, Crowne Plaza and Holiday Inn Resort.
Noted Collection introduces a different proposition.
Instead of another conventional internationally branded property, the Amman hotel is designed around a home-grown Jordanian company and a cultural ritual that can be understood by both local and international guests.
That makes the project significant beyond its relatively modest 50-room scale.
As global hotel groups compete to add more lifestyle and collection brands, differentiation has become increasingly difficult. Simply giving an independent hotel a global booking system is no longer enough to make a collection distinctive.
The Amman project suggests IHG wants Noted Collection properties to have a clearer story.
In this case, that story begins with coffee.
And if the finished hotel manages to turn that everyday ritual into a genuinely memorable hospitality experience, it could become one of the strongest early demonstrations of what IHG wants its newest brand to represent.
IHG has not yet announced an opening date for the property.
