Hilton announced that it has acquired a majority stake in Sydell Group (“Sydell”) to expand the NoMad Hotels brand from its current flagship location in London to high-end markets around the world. . The addition of NoMad to Hilton's portfolio of brands marks the global hospitality leader's entry into the fast-growing luxury lifestyle hotel market with a meticulously crafted brand defined by exceptional food and beverage, interior design and service.
Over the past decade, Sydell, led by founder Andrew Zobler, has created seven dynamic lifestyle brands, with award-winning hotel concepts including NoMad, The Line, Freehand and The Ned. Sydell will be responsible for the design, branding and management of the NoMad brand, while Hilton will lead all development. The NoMad brand will be fully integrated into Hilton's business platforms, including Hilton Honors. All NoMad properties will remain independently owned.
Hilton projects that up to 100 NoMad properties will eventually be developed worldwide, and about 10 are already in advanced stages of discussion with Sydell.
"Adding NoMad to our growing portfolio of brands will create new offerings for guests seeking unique luxury experiences in some of the world's most desirable locations," said Chris Silcock, president of global brands and business services at Hilton. “By combining a brand concept already proven and ready to expand with the power of Hilton's commercial engine, we are accelerating our ability to drive growth in the luxury lifestyle segment.
“Along with our recently announced exclusive partnership with Small Luxury Hotels of the World and our planned acquisition of the Graduate Hotels brand, Hilton is leading the hotel industry with the addition of innovative new luxury and lifestyle offerings that meet changing needs.” of guests and add new opportunities. for homeowners to join our system,” Silcock said.
Each NoMad hotel added to the Hilton network will provide a unique local luxury experience that will make guests feel like residents of some of the most sought-after neighborhoods in the world. NoMad hotels are grand and intimate, fun and elegant, classic and playful, creating a unique blend of luxury and lifestyle experiences throughout your stay with special touches like unique local art collections in each room.
NoMad's flagship property, NoMad London, will be available for reservations to Hilton guests beginning later this year, and NoMad expansion is planned in major markets around the world. NoMad London has set the standard for luxury lifestyle experiences since opening in 2021 and offers a platform ready to expand into markets around the world.
NoMad Las Vegas is excluded from the transaction and will rebrand under a new banner in the coming months.
"We are excited to begin this new phase for Sydell as we partner with Hilton to expand the NoMad brand around the world," said Andrew Zobler, Founder and CEO of Sydell. “Built on the idea of the hotel as a great home, the NoMad brand is dedicated to providing guests with accessible luxury, exceptional design and award-winning food and beverages. Hilton's expertise in both luxury and lifestyle, combined with its track record in growing brands, is an exciting opportunity. “We look forward to seeing NoMad expand into sought-after neighborhoods around the world.”
NoMad will provide Hilton travelers with a sophisticated new option for luxury stays in some of the world's best locations, complementing the company's rapidly growing portfolio of luxury brands. Hilton has luxury hotels under its Waldorf Astoria Hotels & Resorts, Conrad Hotels & Resorts, LXR Hotels & Resorts and Signia by Hilton brands, and recently announced an exclusive partnership with Small Luxury Hotels of the World that together is expected to boost Total Hilton luxury. inventory to 600-700 properties in the next few years.
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 lets you choose almost any combination of points and money to book a stay, exclusive member discounts, free standard Wi-Fi, and the mobile app Hilton Honors.
Hilton continues to offer guests the right stay for every travel occasion through an unmatched portfolio of industry-leading brands, plus exclusive partnerships that create more experiences guests can dream of. The addition of NoMad, as well as the planned acquisition of Graduate Hotels and recently announced partnerships with Small Luxury Hotels of the World and AutoCamp, add to the company's spectacular growth trajectory and reflect its focus on accelerating customer offerings. in the fastest growing sector of the industry. segments and markets.