Hilton has acquired a majority controlling interest in Sydell Group, marking Hilton’s entrance into the luxury lifestyle hotel market. Under this partnership, Sydell will oversee the design, branding, and management of the NoMad Hotels, while Hilton will spearhead its development, with all NoMad properties continuing to retain independent ownership.
Led by founder Andrew Zobler, Sydell Group has crafted seven lifestyle brands throughout the past decade, including NoMad, The Line, Freehand, and The Ned, with a key focus on ensuring properties are rooted in their location and architecture. Hilton projects the development of up to 100 NoMad properties worldwide, with approximately 10 already in advanced stages of discussion with Sydell. NoMad Las Vegas is not part of the Hilton acquisition.
NoMad Hotels aim to deliver local luxury experiences, featuring regional art collections in every guest room. The flagship property, NoMad London, established in 2021, serves as a model for future developments. NoMad Hotels will integrate with Hilton’s loyalty program, Hilton Honors, offering members exclusive benefits. “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,” says Chris Silcock, president of global brands and commercial services for Hilton.
This move adds to Hilton’s growing portfolio of luxury brands, including Waldorf Astoria Hotels & Resorts, Conrad Hotels & Resorts, LXR Hotels & Resorts, and Signia by Hilton. Hilton also recently announced an exclusive partnership with Small Luxury Hotels of the World, aiming to increase its luxury inventory to 600-700 properties.
