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Hilton to develop up to 100 NoMad Hotels following Sydell Group acquisition – Business Traveller

Hilton has announced plans to expand the luxury lifestyle NoMad Hotels brand worldwide, following the acquisition of a majority controlling interest in the brand’s owner Sydell Group.

There are currently two NoMad Hotels in Las Vegas and London – however the US property is excluded from the transaction, and will rebrand in the coming months.

The NoMad London opened in 2021 within the Grade II listed former Bow Street Magistrates’ Court and Police Station in Covent Garden.

To read our recent review of the property (published in March 2024), see:

Hotel review: The NoMad London

This hotel will be integrated into Hilton’s booking and Hilton Honors platforms later this year, and the group said that it “projects that as many as 100 NoMad properties will be developed globally over time, with approximately ten already in advanced stages of discussion with Sydell”.

Under the agreement Sydell Group – which also operates brands including The Line, Freehand and The Ned – will be responsible for design, branding and management of NoMad hotels while Hilton will lead development of the brand.

The news is the latest in a series of recent announcements aimed at expanding Hilton’s portfolio.

In February the group signed a new partnership with Small Luxury Hotels of the World, which will see hundreds of properties become available to book through Hilton’s channels.

The firm also recently announced a new partnership with outdoor hospitality company AutoCamp, allowing customers to book AutoCamp stays via Hilton’s channels, as well as enabling Hilton Honors members to earn and redeem points on their stays.

And last month the group announced plans to purchase the Graduate Hotels brand for $210 million, in a move which will add around 35 US and UK properties to its portfolio.

Hilton to purchase Graduate Hotels for $210 million

Commenting on the news Chris Silcock, president, global brands and commercial services, Hilton, said:

“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.

“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.”

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