Hilton Acquires Majority Stake in Sydell Group to Grow NoMad Hotels Globally

Hilton announces its acquisition of a majority interest in Sydell Group, aiming to expand the NoMad Hotels brand worldwide and marking its entry into the luxury lifestyle hotel market.

Hilton has officially entered the luxury lifestyle hotel market by acquiring a majority controlling interest in Sydell Group, the creator of the NoMad Hotels brand, among other lifestyle hotel concepts. This strategic move enables Hilton to expand the NoMad Hotels brand from its London flagship to other high-demand markets globally, enhancing Hilton's growing portfolio of brands.

Andrew Zobler, Sydell Group's founder, will continue to oversee design, branding, and management aspects of NoMad, while Hilton will spearhead development efforts. NoMad Hotels will also be fully integrated into Hilton’s commercial platforms, including the Hilton Honors program, although the properties will remain independently owned.

Chris Silcock, President of Global Brands and Commercial Services at Hilton, expressed excitement over the partnership, emphasizing the unique luxury experiences NoMad will offer in prime global locations. Hilton projects the development of up to 100 NoMad properties worldwide, with around ten already in advanced discussions.

The acquisition is part of Hilton's broader strategy to cater to evolving guest preferences for unique luxury and lifestyle offerings. It follows Hilton’s recent partnership with Small Luxury Hotels of the World and the planned acquisition of the Graduate Hotels brand, positioning Hilton at the forefront of the hotel industry's luxury and lifestyle segments.

NoMad Hotels are known for their unique blend of grandeur and intimacy, providing local luxury experiences that resonate with the character of the world’s most desirable neighborhoods. Each hotel features unique local art collections and offers a sophisticated blend of fun, elegance, and classic design, establishing a unique luxury lifestyle experience for guests.

The NoMad London, the brand's flagship property, has set a high standard for luxury lifestyle experiences since its 2021 opening and will soon be bookable by Hilton guests. The expansion will see new NoMad properties in top global markets, though NoMad Las Vegas is excluded from this transaction and will rebrand in the coming months.

Andrew Zobler is enthusiastic about the partnership's potential to bring the NoMad brand to a global audience, citing Hilton's proven expertise in scaling brands as a key factor in this collaboration.

NoMad's integration into the Hilton portfolio is expected to enrich Hilton’s luxury brand offerings, alongside Waldorf Astoria Hotels & Resorts, Conrad Hotels & Resorts, LXR Hotels & Resorts, and Signia by Hilton. Hilton's luxury inventory is projected to grow to 600-700 properties in the coming years, partly due to an exclusive partnership with Small Luxury Hotels of the World.

Hilton Honors members will benefit from direct booking advantages, including flexible points and money payment options, exclusive discounts, and more, as NoMad joins the award-winning guest loyalty program.

This acquisition signifies Hilton's commitment to providing diverse and innovative experiences for travelers, reinforcing its position as a leader in the fast-growing luxury lifestyle hotel market. Financial details of the transaction were not disclosed.