Global hospitality leader IHG Hotels & Resorts has announced the debut of its newest premium brand, Noted Collection, in Japan following the signing of two landmark properties in Tokyo. The deal introduces the brand through a conversion project in Shinjuku and a new-build property in Ginza, executed alongside two new ownership partners for IHG in the region.
The expansion marks a significant development for Noted Collection IHG’s 21st global brand launched earlier in 2026 as it builds out its international pipeline across key gateway markets.
Conversion and New-Build Pipeline in Central Tokyo
The first property, signed via an agreement with private equity real estate firm SC Capital Partners, is a 207-key hotel in Shinjuku’s Kabukicho district. Acquired through the firm’s Japan Hospitality Fund, the hotel will undergo a comprehensive renovation and re-branding before opening in 2027 as the first Noted Collection conversion property in Japan. Located near Golden Gai, the property features a connected lobby, cafe, and restaurant space designed to reflect the local energy of Shinjuku.
The second signing, in partnership with real estate investment firm An Consulting, represents Japan’s first new-build Noted Collection project. Scheduled to open in 2029, the 81-key hotel will be situated in Tokyo’s luxury district of Ginza 8-chome. Located within walking distance of Shimbashi and Ginza stations, the property will mark IHG’s inaugural presence in the Ginza precinct and will feature family-friendly suites, a restaurant and bar, and a fitness centre.
Capitalising on Independent Hotel Conversions in APAC
The introduction of Noted Collection targets independent hotel owners seeking flexible branding options that preserve property character while tapping into IHG’s global distribution systems, technology infrastructure, and IHG One Rewards loyalty platform.
The two Japanese additions join a growing global development pipeline for the brand, which includes early signings such as Theobalds Estate in the UK and Cantonal Hotel Riyadh in Saudi Arabia.
Executive Insights
“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. Owners are increasingly looking for flexible brand solutions that allow hotels to maintain their individuality while benefiting from IHG’s global scale, enterprise platform and loyalty programme.”
— Abhijay Sandilya, Managing Director, Japan & Micronesia, IHG Hotels & Resorts
“Following our acquisition of this property through our Japan Hospitality Fund, we saw an opportunity to enhance the guest experience and maximise the hotel’s potential. IHG Hotels & Resorts was the clear partner for us, given its scale and ability to elevate distinctive hotels while preserving their individuality.”
— Daisuke Hiramoto, Managing Director, Head of Japan, SC Capital Partners
“We are pleased to collaborate with IHG Hotels & Resorts to bring Japan’s first newly built Noted Collection hotel to life in Ginza… We believe the hotel will create a compelling new hospitality offering for both domestic and international travellers.”
— Amane Kotani, Representative Director, An Consulting
Key Highlights & Performance Metrics
- 2 Tokyo Properties: 207-key conversion in Shinjuku Kabukicho (opening 2027) and 81-key new-build in Ginza 8-chome (opening 2029).
- 2 New Partnerships: Strategic agreements inked with SC Capital Partners and An Consulting.
- First IHG Property in Ginza: Establishes IHG’s brand footprint in Tokyo’s primary luxury retail and dining precinct.
- 21st IHG Brand: Expands the global footprint of Noted Collection following initial launches in the UK and Saudi Arabia.