In a strategic move to expand its luxury lifestyle hotel brand, NoMad, Hilton Worldwide has acquired a majority controlling interest in boutique hotel developer Sydell Group. This acquisition paves the way for the potential expansion of NoMad to as many as 100 markets, marking a significant milestone for the renowned hospitality company.
With this new partnership, Sydell Group will take charge of the design, branding, and management of NoMad hotels, while Hilton will lead the development process. Each NoMad hotel will remain independently owned, ensuring a unique and personalized experience for guests. Additionally, NoMad hotels will be integrated into Hilton programs, including the popular Hilton Honors loyalty rewards membership.
Currently, there are only two operational NoMad locations, including the flagship hotel in London and one in Las Vegas. However, Hilton has ambitious plans for the brand's growth, with 10 new locations in advanced stages of development. The collaboration between Hilton and Sydell Group is set to bring the distinctive blend of grandeur and intimacy, fun and elegance, and classic and playfulness that NoMad is known for to new markets around the world.
Sydell Group, known for its innovative lifestyle hotel brands such as The Line, Freehand, and The Bed, brings a wealth of experience and creativity to the partnership. This acquisition aligns with Hilton's broader strategy to diversify its portfolio and cater to the evolving demands of the modern traveler.
As Hilton continues to expand its presence globally, this latest acquisition underscores the company's commitment to offering unparalleled hospitality experiences across a wide range of markets. With over 7,500 properties worldwide and 22 distinct hotel brands, Hilton remains a dominant force in the hospitality industry. Stay tuned for the exciting developments as NoMad hotels make their mark on the global hospitality scene.