IHG brings its new Noted Collection brand to Japan, with hotels in Shinjuku and Ginza
IHG is bringing Noted Collection, the lifestyle brand it launched only in February, to Japan for the first time with two very different Tokyo hotels — a Kabukicho-adjacent rebrand in 2027, then its first ground-up build in Ginza in 2029 — testing the brand on borrowed walls before betting on new ones.
IHG Hotels & Resorts said it will bring its Noted Collection brand to Japan for the first time, with two Tokyo hotels — a 207-room property in Shinjuku opening in 2027 and an 81-room new-build in Ginza opening in 2029 — according to a release from IHG・ANA・ホテルズグループジャパン合同会社 (IHG ANA Hotels Group Japan) dated September 28.
Noted Collection, which IHG launched in February 2026 as its 21st brand for what it calls independently minded properties with "hotels with stories worth telling," enters Japan through a rebrand: the Shinjuku hotel, developed with SC Capital Partners near Kabukicho and Golden Gai, will carry 207 rooms around an open lobby designed to blend its restaurant and café into one shared space, IHG said.
The Ginza hotel, developed with An Consulting near Ginza and Shimbashi stations, will be Noted Collection's first ground-up new-build in Japan, with 81 rooms including family-oriented suites, a restaurant and bar, and a fitness centre, IHG said. Both properties will connect to IHG's global booking platform and its IHG One Rewards loyalty programme, according to the company.
Staggering the two openings — a cheaper rebrand first, a costlier new-build two years later — reads as IHG testing how a lifestyle brand with no track record in Japan is received before committing to ground-up construction. The choice of neighbourhoods does the same work twice over: Kabukicho and Golden Gai sell an "authentic" Tokyo nightlife address to travellers who might otherwise book an independent boutique, while the new-build in Ginza aims squarely at a more affluent, family-inclined guest who wants IHG's loyalty programme behind an address with no rebrand history to explain away. Either way, it is one more international group betting that Tokyo's upscale-lifestyle hotel segment still has room for a brand nobody has heard of yet.