Two Tokyo addresses
IHG will introduce its Noted Collection brand to Japan through two hotels in Tokyo. One will be a conversion in Shinjuku and the other a new-build property in Ginza.
The Shinjuku hotel is planned for the Kabukicho district and is expected to open in 2027. The Ginza property is scheduled for 2029, giving the brand two contrasting neighbourhood identities.
Shinjuku is energetic, late-night and densely connected, while Ginza is associated with luxury retail and polished dining. That contrast suits a collection brand built around individual character.
Independent character
Noted Collection is designed for distinctive independent hotels that want access to IHG distribution and loyalty. The model allows properties to retain more individuality than a tightly standardised brand.
For travellers, this can produce a more local-feeling stay while keeping familiar booking and rewards systems in the background. The success depends on whether each hotel preserves a genuine sense of place.
Tokyo is particularly suited to the idea because its neighbourhoods have strongly different identities. A hotel reflecting its district can feel more memorable than one that could stand in any global city.
Central city convenience
Both Shinjuku and Ginza work well for short urban visits. Transport, dining and shopping are close enough to reduce time lost crossing the city.
That convenience matters to LYG readers using Tokyo before or after a wider Asian itinerary. On a three-night stay, location can be more important than resort-scale facilities.
A collection to watch
IHG launched Noted Collection in 2026 and is moving quickly into major markets. Tokyo gives the young brand a demanding test because travellers already have enormous hotel choice.
If the properties deliver genuinely different experiences, they could show how collection brands combine local personality with international convenience. That makes both openings worth watching.
