IHG Hotels & Resorts has signed two Noted Collection properties in Tokyo, with a 207-room conversion in Shinjuku opening in 2027 and an 81-room new-build hotel in Ginza scheduled for 2029.
IHG Hotels & Resorts is bringing its newest premium brand, Noted Collection, to Japan with two hotel signings in Tokyo.
The agreements cover a 207-room conversion in Shinjuku and an 81-room new-build property in Ginza, giving the brand two distinctly different entry points into the Japanese market.
Noted Collection was launched by IHG in February 2026 as its 21st brand, aimed primarily at independent upscale and upper-upscale hotels that want to retain their individual identity while gaining access to IHG’s distribution, technology and loyalty platforms. IHG has said it expects the brand to grow to more than 150 hotels globally over the next decade.
207-room conversion planned for Shinjuku
The larger of the two Tokyo properties is being developed in partnership with SC Capital Partners in Shinjuku’s Kabukicho district.
The existing 207-room hotel will undergo renovation and rebranding before reopening under Noted Collection in 2027, making it the brand’s first conversion signing in Japan.
Located close to Shinjuku Golden Gai, the property will draw on the neighbourhood’s nightlife, dining and entertainment character while retaining its own distinct identity.
Plans include an open lobby connected to a restaurant and café, creating a more social space intended to encourage interaction between guests and the surrounding neighbourhood.
SC Capital Partners acquired the property through its Japan Hospitality Fund.
Daisuke Hiramoto, Managing Director and Head of Japan at SC Capital Partners, said the partnership with IHG offered an opportunity to enhance the hotel while preserving the individuality of the asset.
Ginza hotel to be Japan’s first new-build Noted Collection
IHG has separately signed an agreement with An Consulting for an 81-room Noted Collection hotel in Ginza 8-chome, scheduled to open in 2029.
The property will be the first new-build Noted Collection hotel signed in Japan and will also mark IHG’s first hotel in Ginza.
Located within walking distance of both Ginza and Shimbashi stations, the hotel is planned to include family-friendly suites, a restaurant and bar and a fitness centre.
Amane Kotani, Representative Director of An Consulting, said the project would combine its own identity with the character and sophistication of Ginza.
Noted Collection begins to build momentum
The two Tokyo signings give IHG an early opportunity to demonstrate how Noted Collection can work across both conversion and new-build formats.
The brand was specifically created to appeal to owners of distinctive independent hotels that may not want to adopt the more standardised identity of a traditional hotel flag.
IHG describes Noted Collection as a portfolio of individual properties selected for their character, local connections and ability to offer something distinctive to guests.
That model is becoming increasingly important as large hotel groups compete for independent properties that want access to global booking platforms and loyalty programmes without losing their own identity.
For IHG, the commercial opportunity is substantial. When launching Noted Collection, the company estimated that around 2.3 million independent rooms globally sit within the upscale and upper-upscale segments targeted by the brand.
Japan remains a major expansion market for IHG
The Tokyo agreements also come during a significant period of expansion for IHG in Japan.
In August, the company announced a separate 14-hotel, 1,063-room portfolio agreement in Kyoto, including 12 Garner hotels and one Holiday Inn Express, with conversions expected to take place over the following 12 months.
The introduction of Noted Collection adds another development route, this time targeting premium hotels where individuality and neighbourhood identity are central to the proposition.
Abhijay Sandilya, Managing Director, Japan & Micronesia at IHG Hotels & Resorts and CEO of IHG ANA Hotels Group Japan, said the two signings reflect the opportunity IHG sees in Japan’s premium segment and increasing owner demand for flexible brand solutions.
For Noted Collection, Tokyo provides two useful tests.
Shinjuku will demonstrate how an existing independent hotel can be repositioned under the collection model, while Ginza will show how the brand translates into a purpose-built property.
If both retain the character of their respective neighbourhoods while benefiting from IHG’s commercial infrastructure, they could provide a blueprint for further Noted Collection expansion across Japan.
