In a move to expand its brand portfolio, Hilton has announced the acquisition of a controlling interest in Sydell Group.
The deal positions Hilton to enter the luxury lifestyle hotel market with the NoMad Hotels brand.
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Sydell Group, led by founder Andrew Zobler, is known for its collection of design-focused hotels, including NoMad.
Sydell will retain control over NoMad’s design, branding and management, while Hilton will lead development efforts.
NoMad will be integrated into Hilton’s loyalty programme, Hilton Honors.
All NoMad properties will remain independently owned.
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By GlobalDataFinancial terms of the agreement were not disclosed.
Hilton projects significant growth for the NoMad brand, aiming to develop up to 100 hotels worldwide. Discussions for 10 locations are already underway.
The new NoMad hotels cater to guests seeking a luxurious and local experience. Each will be designed to reflect the character of its surrounding neighbourhood, offering a unique blend of luxury amenities and a stylish atmosphere.
The NoMad London, the brand’s flagship property, will be available for booking through Hilton Honors in the second half of 2024, indicating the planned global expansion of NoMad under the Hilton umbrella.
NoMad Las Vegas is excluded from the deal and will be rebranded in the coming months.
“This partnership with Hilton allows us to expand the NoMad brand globally,” said Andrew Zobler, founder and CEO of Sydell Group. “We believe Hilton’s expertise in luxury and lifestyle hospitality, combined with NoMad’s focus on design and guest experience, creates a powerful opportunity.”
The addition of NoMad complements Hilton’s existing luxury offerings, including Waldorf Astoria Hotels & Resorts, Conrad Hotels & Resorts, LXR Hotels & Resorts and Signia by Hilton.
The acquisition, along with recent partnerships with Small Luxury Hotels of the World and AutoCamp, reflects Hilton’s focus on growth in the luxury and lifestyle travel segments.
In March 2024, Hilton signed a $210m agreement with Adventurous Journeys Capital Partners to acquire the Graduate Hotels brand.
