Hilton to Expand NoMad Hotels Brand Worldwide
Hilton has announced a strategic move to significantly expand the NoMad Hotels brand, following its acquisition of a major controlling interest in the Sydell Group. This initiative marks Hilton’s vigorous entry into the luxury lifestyle hotel market, with plans to develop up to 100 NoMad properties globally. The expansion underscores Hilton’s commitment to enhancing its presence in high-end markets across the world.
The NoMad brand, known for its unique blend of luxury and lifestyle features, originated with its flagship in London. Sydell Group, under the leadership of founder Andrew Zobler, has developed a portfolio of seven lifestyle hotel brands over the past decade, including NoMad, The Line, Freehand, and The Ned. Post-acquisition, Sydell will continue to oversee the design, branding, and management aspects of NoMad, while Hilton will spearhead development efforts. Importantly, all NoMad hotels will operate as independently owned entities, with NoMad Las Vegas transitioning to a new brand soon.
Chris Silcock, President of Global Brands and Commercial Services at Hilton, expressed enthusiasm about the acquisition: “Adding NoMad to our growing brand portfolio creates new opportunities for guests seeking unique luxury experiences in some of the world’s most sought-after locations. This expansion, backed by Hilton’s robust commercial engine, propels our growth in the luxury lifestyle segment.”
The expansion of NoMad is part of Hilton’s broader strategy to diversify its luxury and lifestyle offerings. This includes a recent exclusive partnership with Small Luxury Hotels of the World and plans to acquire the Graduate Hotels brand. Silcock highlighted that these initiatives are designed to meet evolving guest needs and provide new opportunities for property owners within Hilton’s system.
NoMad Hotels distinguish themselves by offering a distinctly local luxury experience that is both grand and intimate, blending classic elegance with playful elements. Each hotel features unique local art collections, enhancing the guest experience with a sense of place and culture. The brand’s commitment to accessible luxury, exceptional design, and award-winning dining options positions it as a compelling choice for discerning travelers.
Andrew Zobler, CEO of Sydell, shared his vision for the partnership: “We’re excited to begin this new phase with Hilton, expanding NoMad globally. The brand’s ethos of the hotel as a grand home, combined with Hilton’s expertise in scaling luxury and lifestyle brands, presents a formidable opportunity for growth in premier neighborhoods worldwide.”
The global rollout will start with NoMad London, set to open for Hilton bookings in late 2024, followed by expansions into other top international markets. This growth will enhance Hilton’s luxury portfolio, which already includes prestigious brands like Waldorf Astoria Hotels & Resorts, Conrad Hotels & Resorts, LXR Hotels & Resorts, and Signia by Hilton. Together with its partnership with Small Luxury Hotels of the World, Hilton is poised to increase its luxury property count to between 600 and 700 in the coming years, further solidifying its leadership in the luxury hotel industry.