Hilton to open 100 NoMad hotels following Sydell Group acquisition

Hilton has acquired a majority controlling interest in Sydell Group, the owner of the NoMad hotels brand.

The move marks Hilton’s first entry into the growing luxury lifestyle market ahead of a planned global expansion.

Hilton said it was aiming to develop up to 100 NoMad hotels worldwide, with 10 sites already in advanced stages of discussion with Sydell.

Sydell will be responsible for the design, branding and management of the NoMad brand while Hilton will lead all development.

All NoMad properties will remain independently owned, but the brand will be integrated into Hilton’s loyalty scheme.

The deal will see Hilton take control of the NoMad London (pictured), the flagship hotel which opened in London’s Bow Street Magistrates Court building in 2021.

The sister NoMad Las Vegas hotel is excluded from the deal and will rebrand to a new concept in the coming months.

“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, global brands and commercial services at 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.”

Sydell also developed the Ned in London in partnership with Soho House and is also behind the Line and Freehand brands.

Its NoMad brand struggled in the aftermath of the pandemic and closed hotels in New York and Los Angeles.

The deal is the second major transaction announced by Hilton in as many months after it agreed to acquire Graduate Hotels for £165m in March. The tie-up marked Hilton’s first brand acquisition since 1999.

NoMad will expand Hilton’s luxury hotel offering, which includes the Waldorf Astoria and Conrad brands. Hilton also partnered with the Small Luxury Hotels of the World (SLH) consortium in February and said it expects to boost its total luxury inventory to 600-700 properties in the coming years.

Terms of the Sydell deal were not disclosed.