Hilton expands luxury portfolio with acquisition of Sydell Group’s NoMad hotels brand, ET TravelWorld

Hilton, a global hospitality leader, has taken a significant step in its luxury expansion strategy by acquiring a majority controlling interest in Sydell Group, specifically to grow the NoMad Hotels brand worldwide. The MoU signed between the two entities marks Hilton’s entrance into the fast-growing luxury lifestyle hotel market, introducing an exquisite brand known for its exceptional food and beverage, interior design, and service standards.

Sydell Group, under the leadership of founder Andrew Zobler, has earned acclaim for its innovative hotel concepts, including NoMad, The Line, Freehand, and The Ned. The collaboration entails Sydell managing design, branding, and operations for NoMad, while Hilton leads the development initiatives. This integration will see NoMad seamlessly integrated into Hilton’s commercial platforms, including Hilton Honors, ensuring a cohesive experience for guests.

The partnership anticipates the development of up to 100 NoMad properties globally, with discussions already underway for approximately 10 locations. The synergy between Sydell’s expertise in design and branding and Hilton’s commercial prowess is expected to drive significant growth in the luxury lifestyle segment.

“We are thrilled to be announcing Hilton’s highly-anticipated entry into the luxury lifestyle space with the NoMad Hotels brand. This offers yet another exciting dimension to our growth story in India, as we look to build on our growing momentum with our existing luxury and lifestyle brands such as Waldorf Astoria, Conrad and Curio Collection by Hilton. With the thriving Indian economy and increasing expectations of discerning travelers, this new brand will provide even more opportunities for exceptional experiences in desirable destinations across India and Asia Pacific,” said Alan Watts, president, Asia Pacific, Hilton.

Chris Silcock, President of Global Brands and Commercial Services, Hilton, expressed excitement about the addition of NoMad to their brand portfolio. He emphasized the unique luxury experiences NoMad offers, perfectly aligning with Hilton’s commitment to meeting evolving guest needs and expanding their offerings.

NoMad Hotels are renowned for their blend of luxury and lifestyle experiences, offering guests a sense of being part of vibrant neighborhoods worldwide. Each NoMad property will showcase unique local art collections, creating a distinctive ambiance for guests.

The flagship property, NoMad London, will soon be available for booking through Hilton’s channels, with plans for further expansion in top global markets. However, NoMad Las Vegas is excluded from this agreement and will undergo rebranding in the near future.Andrew Zobler, CEO, Sydell, expressed enthusiasm about the partnership with Hilton, highlighting NoMad’s dedication to accessible luxury, exceptional design, and award-winning food and beverage experiences. He anticipates NoMad’s expansion into coveted neighborhoods worldwide, bringing Hilton travelers sophisticated luxury stays.

This strategic move by Hilton underscores its commitment to offering diverse stay options across luxury and lifestyle segments, complementing its existing brands like Waldorf Astoria, Conrad, LXR, and Signia by Hilton. The addition of NoMad, along with Hilton’s exclusive partnerships and planned acquisitions, reflects the company’s strategic growth trajectory and customer-centric approach.

Financial details of the transaction remain undisclosed at this time.