MCLEAN, Va. and MIAMI – Hilton (NYSE: HLT) has successfully acquired a majority controlling interest in Sydell Group. This strategic move aims to broaden the reach of the NoMad Hotels brand from its flagship location in London to various high-end markets across the globe. The integration of NoMad into Hilton’s diverse portfolio signifies a significant entrance into the rapidly expanding luxury lifestyle hotel sector, characterized by its outstanding food and beverage offerings, exquisite interior design, and unparalleled service.
Sydell Group, founded by Andrew Zobler over the last decade, has successfully developed seven innovative lifestyle brands, including acclaimed hotel concepts such as NoMad, The Line, Freehand, and The Ned. Under this new partnership, Sydell will oversee the design, branding, and management of the NoMad name, while Hilton will spearhead development efforts. All NoMad properties will maintain independent ownership but will be fully integrated into Hilton’s extensive commercial platforms, including the Hilton Honors program.
Global Expansion Plans for NoMad Hotels
Hilton has ambitious plans, projecting the eventual development of up to 100 NoMad properties worldwide. Currently, about 10 new sites are already in advanced stages of discussions with Sydell. This expansion reflects Hilton’s commitment to offering unique luxury experiences tailored to discerning travelers.
“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 of global brands and commercial services at Hilton.
“By pairing an already successful brand concept with Hilton’s commercial prowess, we are accelerating growth in the luxury lifestyle segment,” Silcock added. This development aligns with Hilton’s recent exclusive partnership with Small Luxury Hotels of the World and its upcoming acquisition of the Graduate Hotels brand, further strengthening its position in the luxury and lifestyle hotel market.
Unique Luxury Experiences at NoMad
NoMad Hotels promise to offer guests distinctive local luxury experiences that immerse them in some of the most coveted neighborhoods globally. These hotels blend grandeur with intimacy, playfulness with elegance, and classic charm with contemporary flair. Guests can expect unique touches throughout their stay, including curated local art collections adorning each guest room.
Booking and Future Developments
Hilton guests can begin booking stays at NoMad London later this year, with further expansions planned in top global markets. NoMad London has established itself as a leader in luxury lifestyle experiences since its inception in 2021, providing an excellent foundation for international growth.
A Partnership for Growth in Luxury Hospitality
Andrew Zobler, founder and CEO of Sydell Group, expressed enthusiasm for partnering with Hilton to expand NoMad’s global presence. “The NoMad brand is focused on providing accessible luxury, outstanding design, and award-winning food and beverage. Hilton’s extensive experience in luxury hospitality positions us well for growth,” Zobler remarked.
The Future of Hospitality with Hilton
NoMad will deliver sophisticated luxury options for travelers in some of the world’s premier locations, complementing Hilton’s expanding portfolio that includes Waldorf Astoria, Conrad, and LXR Hotels. The recently announced partnership with Small Luxury Hotels of the World is expected to increase Hilton’s total luxury inventory to between 600 and 700 properties in the near future.
Importantly, NoMad will be included in Hilton Honors, providing members with access to benefits such as flexible payment options, exclusive discounts, and a user-friendly mobile app. Hilton’s diverse suite of industry-leading brands and partnerships ensures that travelers will find the perfect accommodation for any occasion.
Financial details of the acquisition have not been disclosed, but this partnership marks a pivotal moment in Hilton’s strategy to lead the luxury and lifestyle hospitality market.
Hilton Expands Portfolio with NoMad Acquisition
In a significant move to enhance its presence in the luxury lifestyle segment, Hilton has acquired a majority interest in the Sydell Group, a company renowned for its innovative hotel brands. This acquisition aims to propel the NoMad Hotels brand, initially successful in London, into high-demand luxury markets globally.
Entering the Luxury Lifestyle Market
This strategic acquisition marks Hilton’s venture into the blooming luxury lifestyle hotel market. The NoMad brand is defined by its exquisite offerings in food and beverage, stylish interior design, and personalized service, setting a new standard for high-end accommodations.
The Vision Behind Sydell Group
Founded by Andrew Zobler, Sydell Group is recognized for developing vibrant lifestyle brands like NoMad, The Line, Freehand, and The Ned. As part of this partnership, Sydell will oversee the design, branding, and management of NoMad, while Hilton takes the lead on development, integrating NoMad fully within its commercial frameworks.
Future Expansion Plans
Hilton anticipates the eventual opening of up to 100 NoMad properties worldwide, with ongoing discussions for around 10 locations already in progress. This bold plan underscores Hilton’s commitment to elevating its luxury offerings while maintaining the distinctive characteristics that set NoMad apart.
A Unique Guest Experience
Each NoMad property promises a uniquely luxurious experience, featuring locally inspired art, exceptional design, and a blend of elegance and playfulness. Guests can expect their stays to feel intimate yet grand, as these hotels aim to connect visitors with the culture and environment of their surroundings.
Partnerships and Growth Trajectory
Hilton’s acquisition aligns with its broader strategy to enrich its luxury and lifestyle offerings. By forging partnerships with entities like Small Luxury Hotels of the World and Graduate Hotels, Hilton is positioned to address the evolving preferences of travelers seeking unique and sophisticated lodging options.
Conclusion: A New Era for Luxury Travel
With the NoMad acquisition, Hilton is poised to redefine luxury accommodations by blending outstanding design principles with its business acumen. This partnership heralds the introduction of fresh, local luxury experiences for travelers, enhancing Hilton’s reputation as a leader in the hospitality industry.
