• April 4, 2024

Hilton buys majority stake in Sydell Group to expand NoMad brand

Hilton buys majority stake in Sydell Group to expand NoMad brand

Hilton buys majority stake in Sydell Group to expand NoMad brand 1022 683 micebook.

Hilton has announced plans to open 100 NoMad properties after acquiring a majority controlling interest in Sydell Group, which owns the luxury lifestyle brand.

The move marks Hilton’s entry into the fast-growing luxury lifestyle hotel market.

Hilton said it would expand NoMad from its existing London flagship location (pictured above), which opened in London’s Bow Street Magistrates Court building in 2021, to high-end markets around the world. NoMad Las Vegas is excluded from the transaction and will rebrand to a new flag in the coming months.

The global hospitality group projects that as many as 100 NoMad properties will be developed globally over time, with around 10 already in advanced stages of discussion with Sydell.

Sydell will be responsible for the design, branding and management of the NoMad brand while Hilton will lead all development. All NoMad properties will remain independently owned, but the brand will be integrated into Hilton’s loyalty scheme.

“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. “

The move follows Hilton’s recently announced partnership with Small Luxury Hotels of the World. Hilton has luxury hotels across its Waldorf Astoria Hotels & Resorts, Conrad Hotels & Resorts, LXR Hotels & Resorts and Signia by Hilton brands.

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