Historic Hertfordshire estate near London set for major refurbishment under IHG’s newest brand, Noted Collection by IHG.

IHG Hotels & Resorts (IHG)  announced the signing of Theobalds Estate, Noted Collection by IHG, in the UK. The signing marks the first property to join IHG’s new premium collection brand since its launch earlier this year.

Located in Hertfordshire, Theobalds Estate, Noted Collection marks a significant early milestone for the brand. The UK signing underscores strong owner interest in the brand’s proposition for high-quality upscale to upper-upscale hotels seeking to preserve their individuality while benefiting from IHG’s commercial engine, and positions the UK&I as a launch and showcase market for the brand.

Rooted in one of Hertfordshire and North London’s most historic estates, Theobalds Estate, owned by Surya Hotels, part of Flying Trade Group, will bring a unique perspective to the Collection, drawing inspiration from its historic grounds and generous sense of space to create a stay that feels reflective, atmospheric and deeply connected to its surroundings.

Set within 55 acres of historic parkland near Theobalds Grove, just 35 minutes from London Liverpool Street, the partly Grade-II listed building previously served as an 18th century residence for the Royal Family. The property will undergo an extensive refurbishment to restore it to its former glory and once completed, it will join Noted Collection by IHG – a premium collection of hotels, each shaped by individual character, setting and story.

The hotel and adjoining health club is set to be one of the UK’s leading wellness and leisure destinations. New facilities will 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, alongside the introduction of padel courts and the installation of air conditioning throughout the property, including the Grade II listed building that was home to King James I in the 17th century.

The hotel’s outbuildings will also undergo full refurbishments, including a 25-metre outdoor heated pool Lido which will be renovated to include a wellness spa, restaurant and a children’s play area, while new access roads and a canopy at the main building are set to enhance the sense of arrival for guests.

Willemijn Geels, Vice President, Development, Europe, IHG Hotels & Resorts, said: “Signing the first Noted Collection by IHG hotel so soon after launch is a powerful early signal of the momentum we’re seeing for the brand – not only in our UK&I market but across Europe and our wider EMEAA region. Owners are increasingly looking for flexible conversion solutions that protect a hotel’s individual character while connecting to the global reach of IHG – and Theobalds Estate is a great example of that. The hotel is a unique property and we’re delighted to be partnering with Suki Dulai and the wider Surya Hotels team for the first time as they bring their vision to life.”

The partnership also reflects growing momentum across IHG’s premium portfolio, with the owner, Surya Hotels, simultaneously signing voco Thatcher’s Hotel in Leatherhead, Surrey. This countryside property will undergo a refurbishment before joining the voco portfolio of more than 220 open hotels worldwide and over 60 open and pipeline properties across Europe, further highlighting owner confidence in IHG’s flexible, conversion-led premium brands.

Suki Dulai, Group CEO, Surya Hotels, said: “Theobalds Estate is a unique property with a strong sense of place, and we wanted a brand platform that would allow us to reveal that story, while benefiting from the strength of a global hospitality company like IHG Hotels & Resorts. Noted Collection by IHG offers the right balance – enabling us to uphold the individuality of the property while tapping into IHG’s global commercial engine and loyalty programme. We’re really pleased to be starting our partnership with IHG through this signing and, in parallel, through the signing of voco Thatcher’s Hotel in the UK, as we look to build long term momentum together.”

For hotel owners, Noted Collection offers high‑quality hotels the opportunity to join a curated family of distinct, one‑of‑a‑kind properties in leading urban and resort destinations, while retaining their hotel’s individual character and identity. At the same time, owners can quickly connect to and benefit from IHG’s powerful enterprise, loyalty programme and global scale.

IHG’s 21st brand and 11th new brand in as many years, Noted Collection by IHG is a premium collection of distinct hotels – individual by nature, defined by intrigue, and supported by the scale, enterprise capability and global loyalty platform of IHG One Rewards. It supports owners wishing to maintain the unique identity of their hotel, and sits alongside voco, Ruby and Crowne Plaza in IHG’s Premium segment. The brand is designed for upscale to upper-upscale hotels, while IHG’s Vignette Collection continues to serve independent luxury hotels.

IHG expects Noted Collection to play a significant role in its global growth strategy in the years ahead, with ambitions to build a collection of more than 150 hotels worldwide over the next decade. Theobalds Estate, Noted Collection by IHG is set to open in 2027.