Hilton has acquired a majority controlling interest in Sydell Group. This acquisition aims to globalize the NoMad Hotels brand, starting from its London base to luxury markets worldwide.
By integrating NoMad into its brand portfolio, Hilton enters the burgeoning luxury lifestyle hotel segment. NoMad stands out for its exceptional dining, design, and service, encapsulating the essence of luxury lifestyle hospitality.
Sydell Group, under Andrew Zobler’s leadership, has innovated the hotel industry with brands like NoMad, The Line, and The Ned. In this new arrangement, Sydell will helm design and branding, while Hilton will drive development efforts.
Hilton anticipates the development of up to 100 NoMad properties globally. Discussions for about ten properties are already at an advanced stage, marking a significant expansion phase for the brand.
“Adding NoMad to our growing brand portfolio will create new offerings for guests seeking unique luxury experiences in some of the world’s most desirable locations,” said Chris Silcock, president, global brands and commercial services, Hilton.
NoMad hotels will offer guests an immersive local luxury experience. Each hotel aims to reflect the culture and elegance of its location, blending luxury with a sense of belonging to the neighborhood.
The flagship NoMad London is set to welcome Hilton guests later this year. Following this, the brand plans an ambitious expansion into premier global markets, leveraging London’s success as a model.
The Las Vegas NoMad property is not included in this deal and will undergo a rebranding soon. Hilton’s acquisition of NoMad is poised to enrich its luxury brand portfolio significantly.
This partnership between Hilton and NoMad introduces sophisticated luxury options for travelers. It complements Hilton’s luxury brands and a recent alliance with Small Luxury Hotels of the World, forecasting an increase in Hilton’s luxury property count.
NoMad will participate in Hilton Honors, Hilton’s award-winning guest loyalty program for the company’s portfolio of more than 7,500 properties worldwide. Members who book directly with Hilton have access to instant benefits, including a flexible payment slider that allows members to choose nearly any combination of Points and money to book a stay, exclusive member discounts, free standard Wi-Fi and the Hilton Honors mobile app.
Photos: © 2024 Hilton, Simon Upton
