With the acquisition of a significant majority stake in Sydell Group, Hilton Hotels & Resorts announced plans to expand the NoMad Hotels brand from its current flagship location in London to upscale markets around the world.
The addition of NoMad marks the entry into the fast-growing luxury lifestyle hotel market, with the hotelier projecting that it will eventually develop up to 100 NoMad properties around the world, including the Caribbean.
To this end, Andrew Zobler, will be responsible for the design, branding and management of the NoMad brand, while Hilton will lead all development. The NoMad brand will be fully integrated into Hilton’s commercial platforms, including Hilton Honors.
All NoMad properties will remain independently owned. Meanwhile, NoMad Las Vegas is excluded from the transaction and will change its name to a new banner in the coming months.
Zobler mentions
Zobler said, “We are excited to begin this new phase for Sydell as we partner with Hilton to expand the NoMad brand worldwide.”
“Based on the idea of the hotel as a great home, the NoMad brand is dedicated to providing guests with accessible luxury, exceptional design and award-winning food and beverage. Hilton’s expertise in both luxury and lifestyle, combined with its track record in growing brands, makes for an exciting opportunity. We look forward to seeing NoMad expand into sought-after neighborhoods around the world,” he said.
Chris Silcock
Meanwhile, Chris Silcock, president, global brands and commercial services, Hilton, said, “Adding NoMad to our growing portfolio of brands will create new offerings for guests seeking unique luxury experiences in some of the world’s most desirable locations.”
“By combining an already proven and ready-to-expand brand concept with the power of Hilton’s commercial engine, we are accelerating our ability to drive growth in the luxury lifestyle segment,” he added.
He further said that “along with our recently announced exclusive partnership with Small Luxury Hotels of the World and our planned acquisition of the Graduate Hotels brand, Hilton is leading the hotel industry with the addition of new and innovative luxury and lifestyle offerings that meet the evolving needs of guests and add new opportunities for owners to join our system.”
Each NoMad hotel will deliver a unique local luxury experience. NoMad hotels are grand and intimate, fun and elegant, classic and fun, and create a unique combination of luxury and lifestyle experiences with special touches, such as unique local art collections featured in each room.
NoMad’s flagship property, NoMad London, will be available for Hilton guest bookings by the end of 2024, followed by NoMad’s expansion into key markets around the world.
Source: Arecoa.com
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