IHG Hotels & Resorts has signed two Tokyo properties under Noted Collection, its 21st brand, marking the premium collection's entry into Japan: a 207-key conversion in Shinjuku opening in 2027 and an 81-key new-build in Ginza opening in 2029.

The Shinjuku deal, signed with Singapore-based SC Capital Partners, is the first Noted Collection conversion signed in Japan. The hotel sits in the Kabukicho district, steps from Golden Gai, one of Tokyo's busiest commercial, retail and entertainment corridors. The property will undergo renovation and rebranding before opening with its own identity in 2027. Plans call for a lobby space connected to the restaurant and café area, designed to encourage guest interaction.

SC Capital Partners acquired the asset through its Japan Hospitality Fund and sees rebranding as a way to lift performance. "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," said Daisuke Hiramoto, Managing Director, Head of Japan, SC Capital Partners. "IHG Hotels & Resorts was the clear partner for us, given its scale and ability to elevate distinctive hotels while preserving their individuality."

The Ginza signing, struck with An Consulting, is the first new-build Noted Collection hotel signed in Japan. The 81-key property will occupy a site in Ginza 8-chome within walking distance of Shimbashi Station and Ginza Station, bringing IHG to the Ginza district for the first time. The hotel is scheduled to open in 2029 with family-friendly suites, a restaurant and bar, and a fitness centre.

"We are pleased to collaborate with IHG Hotels & Resorts to bring Japan's first newly built Noted Collection hotel to life in Ginza," said Amane Kotani, Representative Director of An Consulting. "We believe the hotel will create a compelling new hospitality offering for both domestic and international travellers."

IHG launched Noted Collection earlier this year as a soft-brand-style premium collection aimed at distinctive independent properties. The model targets owners who want to keep a hotel's individual character while plugging into IHG's commercial platforms, distribution and the IHG One Rewards loyalty programme — the trade-off at the heart of collection-brand economics, where owners exchange lower capital requirements for chain-scale revenue systems.

Abhijay Sandilya, Managing Director, Japan & Micronesia at IHG and CEO of IHG ANA Hotels Group Japan, framed the signings as a bet on Japan's premium segment. "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," he said.

The two Tokyo signings add to a Noted Collection pipeline that includes Theobalds Estate in the UK and Cantonal Hotel Riyadh in Saudi Arabia. For IHG, Japan remains a growth market: the company operates more than 6,000 open hotels worldwide across roughly 20 brands, with about 1,800 more in development. Expect further conversion-led signings in Japan as owners weigh the cost of full-flag repositioning against the lighter-touch collection format.