Hilton makes a splash in luxury lifestyle travel with its plan to grow NoMad by 100 hotels

03.04.2024 - 23:27 / thepointsguy.com / Chris Silcock

Hilton has arisen from its slumber on luxury and lifestyle brands.

The hotel giant is taking a majority stake in Sydell Group, the parent company of the NoMad Hotels brand, both companies announced Wednesday. The deal puts Hilton in charge of expanding the NoMad brand, currently limited to hotels in London and Las Vegas. The plan is to eventually expand NoMad up to 100 hotels, with deals for 10 hotels in "advanced stages of discussion."

While the deal was only announced this week, Hilton leaders had been teasing for months that some play for a luxury lifestyle brand was in the works.

"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," Chris Silcock, Hilton's president of global brands and commercial services, said in a statement. "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."

If you're not familiar with NoMad, you're not the only one: It is only a two-hotel brand, after all. But this also enables Hilton to have more influence in the overall vibe as it beefs up the brand into its offering in the competitive luxury lifestyle space, which counts brands like Marriott's Edition and W, and Hyatt's Thompson Hotels as leading players.

Hilton's "buy small" is a similar growth strategy to what IHG Hotels & Resorts did with the smaller Regent brand, which the company took a majority stake of in 2018. Regent was an established brand before IHG came knocking, but IHG now has the final say in what it looks like as it goes global. Expect Hilton to do the same with NoMad.

The brand aesthetic NoMad is going for as it grows into the Hilton ecosystem will be to provide guests with a residential feel in some of the world's most desirable neighborhoods, per the company announcement. Expect a mix of "grand and intimate," "classic and playful" and "fun and elegant," per the adjectives Hilton uses to depict the soon-to-grow brand.

Details on the full lineup of amenities travelers should expect from a more robust NoMad portfolio with Hilton's involvement remain scarce, but the important thing is Hilton Honors members will now have an option in the popular luxury lifestyle space where Marriott, Hyatt and Accor's Ennismore offshoot currently dominate.

"We're excited to begin this new phase for Sydell, as we enter into a partnership with Hilton to expand the NoMad brand around the world," Andrew Zobler, Sydell Group founder and CEO, said in a statement. "Grounded in the idea of the hotel as a great home, the NoMad brand is dedicated to providing guests with accessible