NEWS
IHG signs first Noted Collection hotel in the UK
IHG Hotels & Resorts has signed Theobalds Estate, Noted Collection by IHG in Hertfordshire, marking the first property to join the new premium brand since its launch earlier this year. Owned by Surya Hotels, part of Flying Trade Group, the historic estate will undergo an extensive refurbishment before opening in 2027. Set within 55 acres of parkland near Theobalds Grove, the property will become part of IHG’s premium collection of distinctive hotels shaped by individual character, setting and story. The signing positions the UK as an early showcase market for Noted Collection by IHG.
The signing of Theobalds Estate, Noted Collection by IHG marks an important early milestone for IHG Hotels & Resorts’ newest premium brand. The brand is designed for high-quality upscale to upper-upscale hotels that want to preserve their individuality while gaining access to IHG’s commercial engine, global scale and IHG One Rewards loyalty platform. In the UK, the Hertfordshire estate gives the collection a strong debut property with heritage, space and a distinctive sense of place.
Theobalds Estate is rooted in one of Hertfordshire and North London’s most historic estates. The partly Grade II listed building was once an 18th-century residence for the Royal Family, while the site also includes a building that was home to King James I in the 17th century. Its location near Theobalds Grove and just 35 minutes from London Liverpool Street gives the property a rare combination of countryside atmosphere and London accessibility.
Following the refurbishment, the hotel and adjoining health club are expected to become one of the UK’s leading wellness and leisure destinations. Planned facilities include a spa, gym and dedicated wellness centre offering hyperbaric oxygen therapy, red light therapy, performance coaching, reformer Pilates, a spin studio, an outdoor spa garden and longevity-focused programmes. The development will also introduce padel courts and air conditioning throughout the property, including the listed building.
The estate’s outbuildings will also be fully refurbished. A 25-metre outdoor heated pool Lido will be renovated to include a wellness spa, restaurant and children’s play area. New access roads and a canopy at the main building are also planned, enhancing the arrival experience and strengthening the property’s resort-style character.
The announcement names Willemijn Geels, Vice President, Development, Europe, IHG Hotels & Resorts, as a key figure behind the signing. Her comments position the deal as an early signal of momentum for Noted Collection by IHG, particularly among owners seeking flexible conversion solutions that protect each hotel’s individual character. The partnership also marks IHG’s first collaboration with Suki Dulai and the wider Surya Hotels team.
Suki Dulai, Group CEO of Surya Hotels, is also named in the release. His comments frame Theobalds Estate as a unique property with a strong sense of place, requiring a brand platform that could reveal its story while giving the hotel access to the strength of a global hospitality company. The partnership with IHG also includes the simultaneous signing of voco Thatcher’s Hotel in Leatherhead, Surrey, which will undergo refurbishment before joining the voco portfolio.
The wider brand strategy is also significant. Noted Collection by IHG is IHG’s 21st brand and its 11th new brand in as many years. It sits alongside voco, Ruby and Crowne Plaza in IHG’s premium segment, while Vignette Collection continues to serve independent luxury hotels. The brand is intended for upscale to upper-upscale conversion opportunities across heritage icons, modern one-offs, city standouts, coastal resorts and countryside retreats.
With Theobalds Estate, Noted Collection by IHG, IHG is launching its newest premium collection brand in the UK through a property defined by history, parkland, wellness and individuality. The project supports IHG’s wider ambition to build Noted Collection into more than 150 hotels worldwide over the next decade, while strengthening its position in premium hotel conversions, UK countryside hospitality and experience-led leisure travel.
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