On April 3, Virginia-based Hilton Hotels & Resorts announced its acquisition of a majority controlling interest in Sydell Group to expand the NoMad Hotels brand from its existing London, England, flagship location to markets around the world. The addition of NoMad to Hilton’s brand portfolio marks a step for the company into the growing luxury lifestyle hotel market.
“Adding NoMad to our growing brand portfolio will create new brand offerings for guests seeking unique luxury experiences in some of the world’s most desirable locations,” says Chris Silcock, president of global brands and commercial services for Hilton, in a prepared statement. “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,” he continues. “Coupled with our recently announced 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.”
Led by founder Andrew Zobler, Sydell Group has created seven lifestyle hotel brands including NoMad, The Line, Freehand, and The Ned. The company will oversee design, branding, and management of the NoMad brand while Hilton leads all development. All NoMad properties will remain independently owned. Currently, Hilton has 10 new NoMad hotels already in advanced stages of discussion with Sydell, with as many as 100 projected to be developed globally over time.
NoMad London, the brand’s flagship property, will be available for booking to Hilton guests beginning later this year. NoMad Las Vegas was excluded from the agreement and will rebrand in the coming months.
