Hilton Acquires Majority Stake in Sydell Group, Expands Luxury Portfolio with NoMad Brand

Hilton has made a strategic move by acquiring a majority stake in Sydell Group, integrating the renowned NoMad brand into its portfolio. This partnership will see Sydell Group overseeing design, branding, and management of NoMad hotels, while Hilton takes charge of development.

NoMad, known for its luxury lifestyle experience, has properties in London, New York, Los Angeles, and Las Vegas (excluding the NoMad Las Vegas, which will be rebranded). Hilton has designated NoMad as its inaugural luxury lifestyle brand, with plans for substantial growth, aiming for 100 hotels in the future.

Hilton emphasizes NoMad’s appeal in desirable neighborhoods, offering guests a uniquely local luxury experience. The integration will commence with The NoMad London joining the Hilton booking platform later this year, and all NoMad hotels will be part of the Hilton Honors loyalty program.

Andrew Zobler, founder of Sydell Group, will continue to lead the NoMad brand under this new arrangement. This acquisition aligns with Hilton’s recent strategy of expanding its luxury hospitality presence, including the acquisition of the Graduate Hotels brand and an exclusive partnership with Small Luxury Hotels of the World, complementing existing luxury brands like Waldorf Astoria, Conrad, and LXR.