April 9, 2024: After Hilton Hotel’s partnership with Small Luxury Hotels of the World, the company has announced its acquisition of a majority stake in Sydell Group, confirming some significant strategic moves from the hotel brand.
With plans to launch 100 NoMad properties, 10 of which being in advanced stages of discussion, this acquisition solidifies Hilton’s position in the luxury lifestyle brand market. Sydell Group’s role in the management of the NoMad brand complements Hilton’s focus on development.
Sydell has curated seven lifestyle hotel brands, such as The Line, Freehand, The Ned. Among them, the renowned NoMad is celebrated for its outstanding food and beverage offerings.
NoMad Hotel London.
The flagship NoMad London will open later this year, followed by expansion initiatives targeting premier markets globally. NoMad Las Vegas, interestingly, is excluded from the transaction.
Chris Silcock, president, global brands and commercial services, Hilton, said “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.”
This means big developments for the Asian portfolio of Hilton Hotels as well. “We are thrilled to be announcing Hilton’s highly-anticipated entry into the luxury lifestyle space with the NoMad Hotels brand. This offers yet another exciting dimension to our growth story in India, as we look to build on our growing momentum with our existing luxury and lifestyle brands such as Waldorf Astoria, Conrad and Curio Collection by Hilton. With the thriving Indian economy and increasing expectations of discerning travelers, this new brand will provide even more opportunities for exceptional experiences in desirable destinations across India and Asia Pacific,” Alan Watts, president, Asia Pacific, Hilton, said.
Hilton has just announced the signing of a Conrad hotel for Jaipur, which is slated to open in 2027, and the upcoming launch of Hilton Lucknow, which will open in 2025.
