MCLEAN, Virginia, and MIAMI, Florida—Hilton announced it has acquired a majority controlling interest in Sydell Group to expand the NoMad Hotels brand from its existing London flagship location to markets around the world. The addition of NoMad to Hilton’s brand portfolio marks the company’s entry into the fast-growing luxury lifestyle hotel market with a brand defined by food and beverage, interior design, and service.
Over the last decade, Sydell, led by founder Andrew Zobler, has created seven lifestyle brands including NoMad, The Line, Freehand, and The Ned. Sydell will be responsible for design, branding, and management of the NoMad brand while Hilton will lead all development. The NoMad brand will integrate into Hilton’s commercial platforms, including Hilton Honors. All NoMad properties will remain independently owned.
Hilton projects that as many as 100 NoMad properties will be developed globally over time, with approximately 10 already in advanced stages of discussion with Sydell.
“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.
“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,” Silcock said.
Each NoMad hotel added to Hilton’s network will provide a local experience that makes guests feel like residents. NoMad Hotels create luxury and lifestyle experiences throughout the stay with touches like local art collections featured in each guestroom.
NoMad’s flagship property—the NoMad London—will be available for booking to Hilton guests beginning later this year, and an expansion of NoMad is planned to follow. NoMad London has set the standard for experiences since its opening in 2021 and offers a ready-made platform for expansion in markets worldwide.
NoMad Las Vegas is excluded from the transaction and will rebrand to a new flag in the coming months.
“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 option for luxury stays, complementing the company’s portfolio of luxury brands. Hilton has luxury hotels across its Waldorf Astoria Hotels & Resorts, Conrad Hotels & Resorts, LXR Hotels & Resorts, and Signia by Hilton brands, and recently announced an exclusive partnership with Small Luxury Hotels of the World that altogether are expected to boost Hilton’s total luxury inventory to 600-700 properties in the coming years.
Financial terms of the transaction were not disclosed.
