Hilton acquires a majority controlling interest in Sydell Group to expand the NoMad Hotels brand from its existing London flagship location to high-end markets around the world as the multinational lodging company marks its entry into the fast-growing luxury lifestyle hotel market.
Hilton Acquires Majority Controlling Interest in Sydell Group
As many as 100 NoMad properties are expected to be developed in top markets in some of the greatest locations around the world as a new sophisticated option for luxury stays for travelers, with approximately 10 already in advanced stages of discussion with Sydell Group.
“NoMad’s flagship property – the NoMad London – will be available for booking to Hilton guests beginning later this year. NoMad London has set the standard for luxury lifestyle experiences since its opening in 2021 and offers a ready-made platform for expansion in markets worldwide”, according to this official announcement which was released from Hilton yesterday, Wednesday, April 3, 2024. “Over the last decade, Sydell, led by founder Andrew Zobler, has created seven dynamic lifestyle brands, with award-winning hotel concepts 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 be fully integrated into Hilton’s commercial platforms — including the Hilton Honors membership program. All NoMad properties will remain independently owned.”
NoMad Las Vegas is excluded from the transaction, as it will rebrand under a new flag in the coming months.
Along with the exclusive partnership with Small Luxury Hotels of the World that was announced on Wednesday, February 7, 2024, the inventory of luxury hotel and resort properties in the brand portfolio of Hilton could increase by as many as 700 properties in the coming years.
Hilton has since also recently announced its agreement to acquire Graduate Hotels — as well as partnerships with both AutoCamp and the Professional Tennis Players Association.
“Each NoMad hotel added to Hilton’s network will provide a uniquely local luxury experience that makes guests feel like residents of some of the world’s most sought-after neighborhoods”, according to the aforementioned announcement. “NoMad Hotels are both grand and intimate, fun and elegant, and classic and playful, creating a unique blend of luxury and lifestyle experiences throughout the stay with special touches like unique local art collections featured in each guest room.”
Financial terms of the transaction were not disclosed at the time this article was written.
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