Hilton has acquired a majority controlling interest in Sydell Group and is now set to expand the NoMad Hotels brand to high-end markets around the world. This marks the global hospitality leader’s entry into the fast-growing luxury lifestyle hotel market.
The Sydell Group is renowned for seven dynamic lifestyle brands including NoMad, The Line, Freehand and The Ned. Sydell will design, brand and manage the NoMad brand, while Hilton will take care of development. The NoMad brand will be fully integrated into Hilton’s commercial platforms, but the NoMad properties will remain independently owned.
Chris Silcock, president, global brands and commercial services at Hilton, said adding NoMad to Hilton’s growing brand portfolio will create new offerings for guests seeking unique luxury experiences in some of the world’s most desirable locations. “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.”
Silcock highlighted that Hilton recently announced an exclusive partnership with Small Luxury Hotels of the World and 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.”
Andrew Zobler, founder and CEO of Sydell, expressed excitement to enter a partnership with Hilton. “Grounded in the idea of the hotel as a great home, the NoMad brand is dedicated to providing guests with accessible luxury, exceptional design and award-winning food and beverage. Hilton’s expertise in both luxury and lifestyle, paired with its track record in scaling brands, makes for an exciting opportunity. We look forward to seeing NoMad expand into sought-after neighborhoods all around the world.”
With NoMad in its kitty, Hilton will offer new sophisticated options for luxury stays to its travelers in some of the world’s greatest locations. Hilton has luxury hotels across its Waldorf Astoria Hotels & Resorts, Conrad Hotels & Resorts, LXR Hotels & Resorts, and Signia. NoMad will participate in Hilton Honors, Hilton’s award-winning, guest loyalty program for the company’s portfolio of more than 7,500 properties worldwide. Members who book directly with Hilton have access to instant benefits, including a flexible payment slider that allows members to choose nearly any combination of Points and money to book a stay, exclusive member discounts, free standard Wi-Fi, and the Hilton Honors mobile app.
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