IHG will bring its new Noted Collection brand to Japan with a 207-room Shinjuku conversion opening in 2027 and an 81-room new-build hotel in Ginza planned for 2029.
IHG Hotels & Resorts is bringing its newest premium hotel brand to Japan, signing the first two Noted Collection properties in Tokyo with openings planned in Shinjuku in 2027 and Ginza in 2029.
The two projects represent different routes into the brand. In Shinjuku, an existing 207-room hotel in Kabukicho will be renovated and repositioned as a Noted Collection property in partnership with Singapore-based real estate investment manager SC Capital Partners. In Ginza, developer An Consulting is planning an entirely new 81-room hotel in Ginza 8-chome, which will become the first purpose-built Noted Collection hotel signed in Japan.
IHG launched Noted Collection in February 2026 as its 21st hotel brand. Rather than imposing the same identity across every property, the concept is designed for distinctive independent hotels that want to preserve their individual character while gaining access to IHG's international distribution, technology and IHG One Rewards loyalty platform. IHG has said it expects the brand to grow to more than 150 hotels globally over the next decade.
That approach is particularly relevant in Japan, where international hotel groups are increasingly using conversion and collection brands to expand without requiring owners to rebuild or completely standardise existing properties.
A 207-room conversion in Kabukicho
The first Tokyo property will be in Shinjuku's Kabukicho entertainment district, close to Golden Gai. SC Capital Partners acquired the hotel through its Japan Hospitality Fund and will work with IHG on its renovation and repositioning ahead of the planned 2027 opening.
The hotel will retain its own individual identity rather than simply adopting a conventional standardised IHG format. Plans include a redesigned lobby connected to restaurant and café areas, with the property intended to draw on the character of Shinjuku and the surrounding neighbourhood.
For SC Capital, the agreement also provides access to IHG's international reservations and loyalty infrastructure while allowing the underlying hotel to retain a more independent positioning—one of the principal attractions of the collection-brand model for owners.
IHG's first Ginza hotel
The second development will put IHG into Ginza for the first time.
An Consulting is developing an 81-room hotel at Ginza 8-4-23, approximately three minutes on foot from Shimbashi Station and six minutes from Ginza Station. The planned 18-storey building will include family-oriented suites, a restaurant and bar and a fitness centre, with opening targeted for 2029.
Unlike the Shinjuku conversion, the Ginza project is being developed from the outset for the Noted Collection. IHG describes it as the first new-build property signed under the brand in Japan.
The two hotels also give Noted Collection two very different Tokyo environments from which to establish itself: the dense nightlife and entertainment district of Kabukicho and the luxury retail, dining and commercial market of Ginza.
International hotel groups continue to expand in Japan
The announcement comes during a period of rapid expansion for IHG in Japan. The company said earlier this year that it operated 59 hotels across 10 brands in the country, with another 24 properties in its pipeline. In August it announced one of its largest Japanese conversion agreements to date, adding 14 hotels and 1,063 rooms in Kyoto through a partnership with GCP Hospitality.
Collection and conversion brands have become an increasingly important part of that strategy. They can offer owners a route into the international hotel system without requiring every property to look or operate identically—a structure that is particularly suited to existing Japanese hotels, distinctive buildings and locations where local identity itself forms part of the guest experience.
IHG already operates another collection concept, Vignette Collection, in Japan, including RIHGA Royal Hotel Osaka and The Windsor Hotel Toya, with Hotel Mount Fuji also due to join the brand following renovation. Noted Collection sits in IHG's premium segment rather than its luxury and lifestyle portfolio, potentially giving it access to a much larger pool of conversion opportunities.
Neither of the two new Tokyo properties has yet received its final hotel name. The Shinjuku hotel is scheduled to open in 2027, followed by Ginza in 2029.