Brand marks Hilton’s debut in fast-growing luxury lifestyle category
MCLEAN, Va. and MIAMI – Hilton (NYSE: HLT) today announced it has acquired a majority controlling interest in Sydell Group (“Sydell”) to expand the NoMad Hotels brand from its existing London flagship location to high-end markets around the world. The addition of NoMad to Hilton’s brand portfolio marks the global hospitality leader’s entry into the fast-growing luxury lifestyle hotel market with a meticulously designed brand defined by exceptional food and beverage, interior design and service.
Over the last 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 design, branding and management of the NoMad brand while Hilton will lead all development. The NoMad brand will be fully integrated into Hilton’s commercial platforms, including Hilton Honors. All NoMad properties will remain independently owned.
Hilton projects that as many as 100 NoMad properties will be developed globally over time, with approximately 10 already in advanced stages of discussion with Sydell.
“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. “By pairing an already proven brand concept that’s ready for expansion with the power of Hilton’s commercial engine, we are accelerating our ability to drive growth in the luxury lifestyle segment.
“Coupled 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 guest needs and add new opportunities for owners to join our system,” Silcock said.
Each NoMad hotel added to Hilton’s network will provide a uniquely local luxury experience that makes guests feel like residents of some of the world’s most sought-after neighborhoods. NoMad Hotels are both grand and intimate, fun and elegant, and classic and playful, creating a unique blend of luxury and lifestyle experiences throughout the stay with special touches like unique local art collections featured in each guest room.
NoMad’s flagship property – the NoMad London – will be available for booking to Hilton guests beginning later this year, and an expansion of NoMad is planned to follow in the world’s top markets. NoMad London has set the standard for luxury lifestyle experiences since its opening in 2021 and offers a ready-made platform for expansion in markets worldwide.
NoMad Las Vegas is excluded from the transaction and will rebrand to a new flag in the coming months.
“We’re excited to begin this new phase for Sydell, as we enter into a partnership with Hilton to expand the NoMad brand around the world,” said Andrew Zobler, founder and CEO, Sydell. “Grounded in 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 beverage. Hilton’s expertise in both luxury and lifestyle, paired with its track record in scaling brands, makes for an exciting opportunity. We look forward to seeing NoMad expand into sought-after neighborhoods all around the world.”
NoMad will bring Hilton travelers a new sophisticated option for luxury stays in some of the world’s greatest locations, complementing the company’s fast-growing portfolio of luxury brands. Hilton has luxury hotels across 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 altogether are expected to boost Hilton’s total luxury inventory to 600-700 properties in the coming 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 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.
Hilton continues to offer customers the right stay for every travel occasion through an unmatched portfolio of industry-leading brands plus exclusive partnerships that create more experiences for guests to dream about. 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 dramatic growth trajectory and reflect its focus on accelerating offerings for customers in the industry’s fastest-growing segments and markets.
Financial terms of the transaction were not disclosed.
