Bow Library at the NoMad London Photo Credit: Simon Upton
Following its recent acquisition of Graduate Hotels, Hilton has expanded its footprint in the lifestyle market further, now with the luxury-lifestyle NoMad Hotels brand. Hilton has purchased a majority controlling interest in the Sydell Group, with the goal of expanding its NoMad Hotels brand to global high-end markets. Sydell will continue to be responsible for design, branding and management of the NoMad brand, while Hilton will lead all development and will integrate NoMad into all Hilton commercial platforms, including the Hilton Honors loyalty program. All NoMad properties will remain independently owned.
The companies did not disclose financial terms of the deal.
NoMad's flagship hotel is in London. The NoMad property in Las Vegas within the Park MGM is excluded from the deal and will rebrand in the coming months. (Park MGM recently became a Tribute Portfolio Resort by way of a partnership with Marriott.) The original NoMad, in New York City, closed in 2021 as the Covid pandemic ravaged the city's travel industry. According to Hilton, there are approximately 10 more properties in advanced stages of discussion with Sydell; the hospitality giant projects that as many as 100 NoMad hotels will be developed globally.
Hilton’s growth strategy
"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 of global brands and commercial services for 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."
That strategy echoes Hilton's plans to expand its lifestyle presence in college towns via the recently acquired Graduate Hotels brand, and its luxury presence via a recent partnership with Small Luxury Hotels of the World.
NoMad’s next step
NoMad properties will offer brand hallmarks that include a luxury residential-style experience with unique, fun connections to their communities, such as the local art collections featured in each guest room.
"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 Sydell founder and CEO Andrew Zobler. "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."
Sydell Group is behind a number of other lifestyle hotel brands, including The Line, Freehand, and The Ned. The company also created Saguaro in Palm Springs and Penny in Williamsburg, N.Y., and collaborated with MGM Resorts to rebrand the former Monte Carlo resort as Park MGM, featuring the boutique NoMad Las Vegas.
NoMad will join Hilton's growing luxury portfolio, which includes Waldorf Astoria, Conrad, LXR Hotels & Resorts, and Signia by Hilton. With all the recent transactions and partnerships, Hilton's luxury property inventory is expected to reach 600 to 700 hotels in the coming years.