NoMad London- Bow Library (Photo Credit: Simon Upton)
With the acquisition of a major controlling interest in Sydell
Group, Hilton announced plans
to expand the NoMad Hotels brand from its existing London flagship location
to high-end markets around the world.
The addition of NoMad marks the entry into the fast-growing
luxury lifestyle hotel market and Hilton projects that as many as 100 NoMad
properties will be developed globally over time.
Over the last decade, Sydell, led by founder Andrew Zobler,
created seven dynamic lifestyle brands, with 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
commercial platforms, including Hilton Honors. All NoMad properties will
remain independently owned. NoMad Las
Vegas is excluded from the transaction and will rebrand to a new flag in the
coming months.
“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.”
Silcock added, “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.”
Each NoMad hotel will provide a uniquely local luxury
experience. NoMad Hotels are both grand and intimate, fun and
elegant, and classic and playful, creating a unique blend of luxury and
lifestyle experiences with special touches like unique local art collections
featured in each guest room.
NoMad’s flagship property—NoMad London—will be available
for Hilton guest bookings in late 2024 and an expansion of NoMad will follow
in the world’s top markets.
“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, complementing its portfolio of luxury brands that include Waldorf
Astoria Hotels & Resorts, Conrad Hotels & Resorts, LXR Hotels &
Resorts, and Signia by Hiltons. Its recently announced exclusive partnership
with Small Luxury Hotels of the World will boost Hilton’s total luxury
inventory to 600-700 properties in the coming years.
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