Hilton, a global leader in the hospitality industry, has recently disclosed its acquisition of a predominant stake in Sydell Group, a move set to significantly bolster its luxury offerings with the introduction of the renowned NoMad Hotels brand. This strategic endeavor marks a noteworthy expansion beyond the original London location, positioning NoMad Hotels to penetrate key global markets.
The incorporation of NoMad Hotels into Hilton’s esteemed brand portfolio signals the company's entry into the burgeoning luxury lifestyle hotel segment. NoMad Hotels are distinguished by their commitment to culinary excellence, exquisite interior aesthetics, and superior service, aligning seamlessly with Hilton's mission to provide unparalleled guest experiences.
Chris Silcock, President of Global Brands and Commercial Services at Hilton, emphasized the significance of this partnership, stating, "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." Silcock highlighted the synergy between NoMad’s proven brand concept and Hilton’s robust commercial engine, underscoring the acceleration of growth in the luxury lifestyle segment.
With a vision to revolutionize the hospitality industry, Sydell Group, under the leadership of Andrew Zobler, has crafted seven distinctive lifestyle brands, including NoMad, The Line, and The Ned. Under the new arrangement, Sydell will oversee design, branding, and management of the NoMad brand, while Hilton focuses on development, ensuring a seamless integration into its extensive commercial platforms.
Hilton anticipates the global development of up to 100 NoMad properties, with several projects nearing finalization discussions. Each NoMad property is poised to offer a bespoke luxury experience, blending grandeur with intimacy, tradition with innovation, and boasting unique art collections that reflect the essence of their locales.
Andrew Zobler, Founder and CEO of Sydell Group, expressed enthusiasm for the partnership with Hilton, envisioning the expansion of the NoMad brand worldwide. Zobler emphasized NoMad’s commitment to accessible luxury, exceptional design, and award-winning culinary experiences, aligning perfectly with Hilton's expertise in luxury and lifestyle hospitality.
As part of Hilton's commitment to offering unparalleled accommodations and experiences, NoMad Hotels will participate in the Hilton Honors program, granting guests access to a spectrum of member benefits. This acquisition, coupled with strategic partnerships and alliances, underscores Hilton’s ambition to cater to evolving customer preferences across the hospitality market’s fastest-growing segments.
The flagship NoMad London, renowned for its luxury lifestyle offerings since its debut, will soon welcome Hilton guests, with plans for expansion into premier international markets. However, NoMad Las Vegas will transition to a new brand in the near future.
Hilton’s acquisition of NoMad Hotels enriches its luxury brand lineup, enhancing its rapidly expanding collection of sophisticated accommodations in prime global destinations. With a commitment to providing unparalleled experiences, Hilton solidifies its position as a leader in the evolving landscape of luxury hospitality.
