InterContinental Hotels Group (IHG) announced the launch of a new premium collection brand, Noted Collection. Focused primarily on conversions in the upscale to upper upscale categories, according to the announcement, Noted Collection ”is designed to power the performance of high-quality, distinctive hotels and bring more outstanding choice and destinations to guests around the world.”

Many of the 2.3 million independent rooms globally across these segments, said the announcement, could benefit from being a part of IHG’s system, with its revenue management, distribution and technology capabilities — as well as over 160 million IHG One Rewards members. IHG expects to reach more than 150 Noted Collection hotels around the world in the next decade.

Elie Maalouf, CEO, said, “There is strong appetite from owners of high-quality, one-of-a-kind hotels ready to join the power of our platforms and expertise, and Noted Collection offers them a distinctive and attractive brand with a gateway to stronger performance.”

IHG’s 21st brand and 11th new brand in as many years, according to the announcement, Noted Collection will occupy a distinct space within IHG’s premium portfolio alongside Crowne Plaza, Voco and Ruby, while complementing the operator’s luxury and lifestyle brands, Hotel Indigo and Vignette Collection. Noted Collection will roll out globally over time, beginning in the Europe/Middle East/Asia/Africa region.