Hilton Adds Luxury Lifestyle NoMad Hotels Brand
Hilton today announced it has acquired a majority controlling interest in Sydell Group to expand the NoMad Hotels brand from its existing London flagship location to high-end markets around the world.
Hilton plans to add as many as 100 NoMad properties globally over time, with approximately 10 already in advanced stages of discussion with Sydell.
“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, Hilton’s president of global brands and commercial services. “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.
Each NoMad hotel added to Hilton’s network will provide a uniquely local luxury experience, while giving them a taste of living like a resident in some of the world’s most sought-after neighborhoods.
NoMad’s flagship property, the NoMad London, will be available for booking to Hilton guests beginning later this year. An expansion of NoMad is planned to follow in the world’s top markets. NoMad Las Vegas is excluded from the transaction and will rebrand to a new flag in the coming months.
NoMad will participate in Hilton Honors, Hilton’s guest loyalty program for the company’s portfolio of more than 7,500 properties worldwide. Members who book directly with Hilton have access to instant benefits, including a flexible payment slider that allows members to choose nearly any combination of Points and money to book a stay, exclusive member discounts, free standard Wi-Fi and the Hilton Honors mobile app.
The two companies didn’t disclose financial terms of the transaction.
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