McLean, Virginia-based Hilton Worldwide has acquired majority control of boutique hotel developer Sydell Group to expand its luxury lifestyle hotel brand NoMad into 100 markets.
McLean, Virginia-based Hilton Worldwide has acquired majority control of boutique hotel developer Sydell Group to expand its luxury lifestyle hotel brand NoMad into 100 markets.
This is the third contract with an outside hospitality company that Hilton has recently announced. This follows the pending acquisition of the Graduate Hotels brand, which develops hotels on or near college campuses, and the Small Luxury Hotels brand, which connects Hilton Honors members with SHL’s approximately 560 boutique hotels.・This follows the partnership with The World.
In partnership with NoMad, Sydell Group will be responsible for the design, branding and management of NoMad hotels, while Hilton will lead development. NoMad hotels will be part of the Hilton program, which includes Hilton Honors Loyalty Rewards membership. Each NoMad hotel will continue to be independently owned.
Hilton said 10 new NoMad locations are in advanced stages of development. Currently there are only two. NoMad Hotels’ flagship location is in London, as well as locations in Las Vegas. Hilton’s deal does not include the rebranded Las Vegas properties.
Sydell Founding CEO Andrew Zobler opened New York’s first NoMad hotel north of Madison Square Park (NoMad) in 2012, but it closed during the pandemic.
Hilton said each NoMad property is “grand and intimate, fun and elegant, and classic and playful.” London NoMad is housed in a historic building in Covent Garden, West End. All rooms are decorated with original local art.
Sydell Group operates several other lifestyle hotel brands, including The Line, Freehand, and The Bed.
Hilton has 22 hotel brands and more than 7,500 properties worldwide.
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