Hilton has acquired a majority controlling interest in Sydell Group to expand its NoMad Hotels brand globally. Led by founder Andrew Zobler, Sydell Group has established innovative lifestyle brands like NoMad, The Line, and Freehand. NoMad properties will maintain their design and branding under Sydell Group while Hilton oversees expansion, aiming for 100 hotels worldwide. The partnership aligns with Hilton's strategy to enhance its luxury and lifestyle offerings, catering to evolving guest preferences. Each NoMad hotel will offer a unique luxury experience tailored to its locale, blending grandeur with intimacy and featuring local art collections. Hilton's venture into the luxury lifestyle sector solidifies its position as an industry leader, delivering exceptional experiences to travelers worldwide.
Hilton has announced the acquisition of a majority controlling interest in Sydell Group, headquartered in New York. The acquisition aims to propel the growth of Hilton's NoMad Hotels brand on a global scale, marking the company's entry into this rapidly expanding sector known for its exceptional food and beverage offerings, interior design, and service quality.
Under the leadership of founder Andrew Zobler, Sydell Group has established itself in the hospitality industry over the past decade, creating seven innovative lifestyle brands, including NoMad, The Line, Freehand, and The Ned.
As part of the acquisition, Sydell Group will retain responsibility for the design, branding, and management of the NoMad brand, while Hilton will oversee its expansion. NoMad properties will be integrated into Hilton's commercial platforms, including Hilton Honors, while remaining independently owned.
Hilton has ambitious plans for the NoMad brand, aiming to develop up to 100 hotels worldwide, with discussions already underway for approximately 10 properties. Chris Silcock, Hilton's president of global brands and commercial services, expressed excitement about incorporating NoMad into Hilton's portfolio, emphasising the brand's potential to offer guests unique luxury experiences in sought-after destinations.
This acquisition comes on the heels of Hilton's exclusive partnership with Small Luxury Hotels of the World and its planned acquisition of the Graduate Hotels brand. Together, these initiatives are set to significantly expand Hilton's luxury and lifestyle offerings, catering to evolving guest preferences and providing new opportunities for property owners to join the Hilton network.
Each NoMad hotel joining Hilton's network will offer a luxury experience tailored to its local surroundings, blending grandeur with intimacy, and featuring special touches like unique local art collections in guest rooms. The flagship NoMad London property, situated in the historic Bow Street Magistrates Court building, will soon be available for booking to Hilton guests, with plans for further expansion into upscale markets globally.
Alan Watts, Hilton's Asia Pacific president, expressed enthusiasm for Hilton's venture into the luxury lifestyle sector with the NoMad Hotels brand, highlighting the company's commitment to delivering exceptional experiences to guests worldwide.
Andrew Zobler, founder and CEO of Sydell Group, welcomed the partnership with Hilton, envisioning the global expansion of the NoMad brand as a testament to its dedication to accessible luxury, outstanding design, and top-notch dining experiences. Zobler looks forward to seeing NoMad establish its presence in desirable neighborhoods around the world.
With these developments, Hilton solidifies its position as a leader in the hotel industry, introducing innovative luxury and lifestyle options that cater to the changing demands of discerning travelers.
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