In a bold move to expand its presence in the luxury lifestyle hotel market, Hilton has acquired a majority stake in Sydell Group. This strategic acquisition includes adding Sydell’s renowned NoMad brand to Hilton’s impressive portfolio. NoMad, known for its unique luxury experiences, has established hotels in prime locations such as London, New York, Los Angeles, and Las Vegas.
Interestingly, the acquisition excludes the NoMad Las Vegas, which will be rebranded in the near future. Hilton has highlighted that the addition of NoMad marks its first luxury lifestyle brand, showcasing its commitment to offering guests distinctive and exceptional accommodations. With 10 NoMad projects in the pipeline, Hilton aims to expand the brand to include 100 hotels in its portfolio over time.
NoMad hotels are recognized for their locally inspired luxury experiences and their presence in highly desirable neighborhoods. The NoMad London, serving as the brand’s flagship, will soon join Hilton’s booking platform, offering guests the opportunity to enjoy the unique offerings of this upscale hotel. Furthermore, NoMad hotels will be integrated into the Hilton Honors loyalty program, providing additional benefits to guests who choose to stay at these properties.
Founded in 2011 by Andrew Zobler, Sydell Group has played a significant role in the development of lifestyle hotels. Notable projects include the Freehand hotels in Miami, New York, and Los Angeles, which were sold by Sydell Group in 2019. This acquisition marks a new chapter for Sydell Group, aligning its future growth with the expansive reach and resources of Hilton.
The agreement with Sydell Group comes at a time of heightened merger and acquisition activity for Hilton. Traditionally cautious in acquiring brands, Hilton’s recent acquisitions, including the Graduate Hotels lifestyle brand for $210 million, demonstrate a shift in its strategy. Additionally, Hilton has strengthened its luxury hospitality offerings through an exclusive partnership with Small Luxury Hotels of the World, enhancing its existing brands like Waldorf Astoria, Conrad, and LXR.
Hilton’s acquisition of Sydell Group and the inclusion of the NoMad brand in its portfolio signify a new era of luxury lifestyle hospitality for the renowned hotel chain. With a focus on unique experiences, exceptional service, and strategic growth, Hilton continues to solidify its position as a leader in the global hospitality industry.
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