Hilton acquires Sydell Group to expand NoMad Hotels

The addition of NoMad to Hilton’s brand portfolio marks the entry into the fast-growing luxury lifestyle hotel market with a meticulously designed brand defined by food and beverage, interior design and service.

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 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,” says 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.”

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 neighbourhoods. NoMad Hotels creates a unique blend of luxury and lifestyle experiences throughout the stay with special touches like unique local art collections featured in each guest room.

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 in the world’s top markets. 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.