IHG Hotels & Resorts has signed Theobalds Estate in Hertfordshire as the first property to join its new Noted Collection by IHG brand following the premium collection’s launch earlier this year.
The historic estate near London will undergo a major refurbishment before reopening in 2027 as a wellness and leisure destination featuring a spa, fitness facilities, longevity programmes and upgraded guest accommodation. The property is owned by Surya Hotels, part of Flying Trade Group.
Set within 55 acres of parkland near Theobalds Grove, the partly Grade II listed estate sits around 35 minutes from London Liverpool Street. The property previously served as an 18th century residence for the Royal Family and includes a building linked to King James I in the 17th century.
IHG said the signing marks an early milestone for the new Noted Collection brand, which targets upscale and upper-upscale hotels seeking to retain their individual identity while gaining access to IHG’s commercial platform and loyalty programme.
The refurbishment plans include a dedicated wellness centre offering hyperbaric oxygen therapy, red light therapy, performance coaching, reformer Pilates and a spin studio. The estate will also add padel courts, an outdoor spa garden and longevity-focused wellness programmes.
The hotel’s outbuildings will also be renovated, including a 25-metre outdoor heated pool Lido that will feature a wellness spa, restaurant and children’s play area. New access roads and a canopy entrance are also planned.
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.”
She added: “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 agreement also includes the signing of voco Thatcher’s Hotel in Leatherhead, Surrey, which will join IHG’s voco brand after refurbishment.
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.”
He added: “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.”
IHG launched Noted Collection as its 21st hotel brand and expects it to become a major part of its growth strategy over the next decade. The company aims to build a global collection of more than 150 hotels worldwide.
