Worldwide: Hospitality company Hilton has acquired a majority controlling interest in hotel developer and operator Sydell Group to expand the NoMad Hotels brand worldwide.
Hilton projects as many as 100 NoMad hotels will be developed globally over time, with approximately 10 already in advanced stages of discussion with Sydell.
Currently, there are two properties open including one in Las Vegas and a flagship in London. NoMad Las Vegas is excluded from the transaction and will rebrand to a new flag in the coming months. All future NoMad properties will remain independently owned.
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.
“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.
Andrew Zobler, founder and CEO of Sydell Group, said: “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. 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 neighbourhoods all around the world.”
