Hilton Hotels has expanded and enhanced its luxury offering with the acquisition of a majority controlling interest in Sydell Group, which owns the NoMad luxury hotel chain.
The iconic hotelier will now look to expand the NoMad brand from its existing London base to high-end markets around the world. The deal will not include NoMad’s Las Vegas property which will be rebranded.
NoMad bookings can be made via Hilton later this year and the brand will qualify for Hilton Honors, Hilton’s guest loyalty programme.
Sydell also owns other hotel brands such as Freehand, The Ned and The Line, but the Hilton deal will focus on NoMad.
Sydell Group will design, brand and manage the expansion of the NoMad brand, which will be integrated into Hilton’s commercial platforms.
“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, 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.”
