Hilton sets sights on luxury lifestyle segment with strategic NoMad Hotels expansion – Travel And Tour World

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Hilton (NYSE: HLT) disclosed its recent acquisition of a predominant stake in Sydell Group, marking a significant expansion for the NoMad Hotels brand. This strategic move introduces NoMad Hotels into key global markets, extending beyond its original London location. Hilton’s embrace of NoMad signifies its foray into the burgeoning luxury lifestyle hotel segment, offering a brand distinguished by its culinary excellence, interior aesthetics, and superior service.

“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,” said 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,” Silcock said.

Sydell Group, under Andrew Zobler’s leadership, has innovated within the hospitality industry over the past ten years, crafting seven unique lifestyle brands including notable names like NoMad, The Line, and The Ned. With this new arrangement, Sydell will helm the brand’s design, branding, and management, while Hilton focuses on development. NoMad Hotels will integrate seamlessly into Hilton’s extensive commercial platforms, including the Hilton Honors program, maintaining their independent ownership.

Hilton anticipates the global development of up to 100 NoMad properties, with around ten projects already nearing finalization discussions with Sydell. NoMad Hotels joining Hilton’s portfolio are set to offer a bespoke local luxury experience, making guests feel deeply connected to some of the world’s most desirable locales. These properties blend grandeur with intimacy, fun with elegance, and tradition with innovation, highlighted by each location’s unique art collections.

“We’re excited to begin this new phase for Sydell, as we enter into a partnership with Hilton to expand the NoMad brand around the world,” said Andrew Zobler, founder and CEO, Sydell. “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.”

The flagship NoMad London, a beacon of luxury lifestyle since its 2021 debut, will soon open bookings to Hilton guests, with plans to extend the NoMad presence into premier international markets. However, NoMad Las Vegas will transition away from this deal, adopting a new brand in the near future.

NoMad’s introduction to Hilton’s luxury brand lineup provides sophisticated accommodations in prime global destinations, enhancing the company’s rapidly expanding luxury hotel collection. This includes partnerships and brands such as Waldorf Astoria Hotels & Resorts and Conrad Hotels & Resorts, and a newly forged exclusive alliance with Small Luxury Hotels of the World, aiming to increase Hilton’s luxury hotel count to between 600 and 700 properties shortly.

Participation in the Hilton Honors program ensures NoMad guests enjoy the full spectrum of member benefits, from flexible booking options to exclusive discounts and digital amenities. Hilton’s commitment to offering an unparalleled array of accommodations and experiences is further underscored by the acquisition of NoMad and other strategic partnerships, highlighting Hilton’s ambition to cater to evolving customer preferences across the fastest-growing segments of the hospitality market.

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