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03.04.2024 - 19:37 / travelweekly.com
Hilton has acquired a majority stake in Sydell Group, with plans to add Sydell's NoMad brand to its portfolio.
The financial terms of the deal were not disclosed. Sydell will be responsible for the design, branding and management of NoMad hotels while Hilton will lead all development.
NoMad has hotels in London, New York, Los Angeles and Las Vegas. The NoMad Las Vegas, which opened as a hotel-within-a-hotel at the Park MGM in late 2018, is excluded from the deal because it will be reflagged in the coming months.
Hilton said NoMad becomes its first luxury lifestyle brand. Hilton said there are 10 NoMad projects in "advanced stages of discussion," and it envisions having 100 hotels in the portfolio over time.
According to Hilton, NoMad hotels are differentiated by their "uniquely local luxury experience" and presence in "sought-after neighborhoods."
The NoMad London, which opened in 2021 as the brand's flagship, will be the first NoMad hotel to join the Hilton booking platform later this year.
NoMad hotels will be included in the Hilton Honors loyalty program.
Founded in 2011 by Andrew Zobler, Sydell Group has long been active in lifestyle hotels, spearheading projects like the Freehand hotels in Miami, New York and Los Angeles (Sydell Group sold Freehand Hotels in 2019). Zobler will continue to lead NoMad.
The Sydell Group agreement comes amid a phase of elevated M&A activity for Hilton, which has traditionally refrained from acquiring brands. The company last month announced it will acquire the Graduate Hotels lifestyle brand for $210 million.
Hilton has also recently bolstered its luxury hospitality presence via an exclusive partnership with Small Luxury Hotels of the World, which the company said would be complementary to existing luxury brands Waldorf Astoria, Conrad and LXR.
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Hilton has arisen from its slumber on luxury and lifestyle brands.
Hilton said Wednesday it had acquired a majority controlling interest in Sydell Group, the owner of NoMad Hotels.