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Hilton Hotels & Resorts announced today that it’s purchasing NoMad Hotels to enter the luxury lifestyle hotel market. While NoMad currently has locations in Las Vegas and London, Hilton projects over 100 new hotels under the brand umbrella with 10 already in the works.
The deal has Hilton taking a controlling interest in Sydell Group. Its founder, Andrew Zobler, has created seven lifestyle brands including NoMad, The Line, Freehand, and The Ned. Sydell Group will be responsible for the design, branding, and management of these hotels and Hilton will lead development.
Chris Silcock, President, Global Brands and Commercial Services at 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. Coupled 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 innovative new luxury and lifestyle offerings that meet changing guest needs and add new opportunities for owners to join our system.”
NoMad London will be available for booking through Hilton later this year. NoMad Las Vegas will not be included and will be rebranded. This has been part of MGM Resorts and I’m curious what its new brand will be after it’s no longer the NoMad.
Anthony’s Take: Hilton is becoming more interesting. I love Small Luxury Hotels of the World (SLH) and the NoMad brand definitely adds the potential for more luxury hotels.
(Image Credits: Simon Upton and NoMad Hotels.)
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