Brand marks Hilton’s debut in fast-growing
luxury lifestyle category
Hilton (NYSE: HLT) today announced it has acquired a majority
controlling interest in Sydell Group (“Sydell”) to expand the NoMad
Hotels brand from its existing London flagship location to high-end
markets around the world. The addition of NoMad to Hilton’s brand
portfolio marks the global hospitality leader’s entry into the
fast-growing luxury lifestyle hotel market with a meticulously
designed brand defined by exceptional food and beverage, interior
design and service.
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NoMad London (photo: Simon Upton)
Over the last decade, Sydell, led by founder Andrew Zobler, has
created seven dynamic lifestyle brands, with award-winning hotel
concepts including NoMad, The Line, Freehand and The Ned. Sydell
will be responsible for 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.
Hilton projects that as many as 100 NoMad properties will be
developed globally over time, with approximately 10 already in
advanced stages of discussion with Sydell.
“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,” said Chris Silcock,
president, global brands and commercial services, Hilton. “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,” Silcock said.
Each NoMad hotel added to Hilton’s network will provide a
uniquely local luxury experience that makes guests feel like
residents of some of the world’s most sought-after neighborhoods.
NoMad Hotels are both grand and intimate, fun and elegant, and
classic and playful, creating a unique blend of luxury and
lifestyle experiences throughout the stay with special touches like
unique local art collections featured in each guest room.
NoMad’s flagship property – the NoMad London – will be available
for booking to Hilton guests beginning later this year, and an
expansion of NoMad is planned to follow in the world’s top markets.
NoMad London has set the standard for luxury lifestyle experiences
since its opening in 2021 and offers a ready-made platform for
expansion in markets worldwide.
NoMad Las Vegas is excluded from the transaction and will
rebrand to a new flag in the coming months.
“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,” said Andrew Zobler, founder and CEO, Sydell. “Grounded in
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, paired with its track record in scaling brands,
makes for an exciting opportunity. We look forward to seeing NoMad
expand into sought-after neighborhoods all around the world.”
NoMad will bring Hilton travelers a new sophisticated option for
luxury stays in some of the world’s greatest locations,
complementing the company’s fast-growing portfolio of luxury
brands. Hilton has luxury hotels across its Waldorf Astoria Hotels
& Resorts, Conrad Hotels & Resorts, LXR Hotels &
Resorts, and Signia by Hilton brands, and recently announced an
exclusive partnership with Small Luxury Hotels of the World that
altogether are expected to boost Hilton’s total luxury inventory to
600-700 properties in the coming years.
NoMad will participate in Hilton Honors, Hilton’s award-winning
guest loyalty program for the company’s portfolio of more than
7,500 properties worldwide. Members who book directly with Hilton
have access to instant benefits, including a flexible payment
slider that allows members to choose nearly any combination of
Points and money to book a stay, exclusive member discounts, free
standard Wi-Fi and the Hilton Honors mobile app.
Hilton continues to offer customers the right stay for every
travel occasion through an unmatched portfolio of industry-leading
brands plus exclusive partnerships that create more experiences for
guests to dream about. The addition of NoMad, as well as the
planned acquisition of Graduate Hotels and recently announced
partnerships with Small Luxury Hotels of the World and AutoCamp,
add to the company’s dramatic growth trajectory and reflect its
focus on accelerating offerings for customers in the industry’s
fastest-growing segments and markets.
Financial terms of the transaction were not disclosed.
About Sydell Group
Founded by Andrew Zobler in 2011, Sydell Group is the creator of
unique lifestyle hotels rooted in their location and architecture.
Sydell's core expertise is in bringing together emerging and
established talent from the worlds of design, food & beverage,
art and hospitality to create hotels and restaurants that offer
inspiration, comfort, graciousness of spirit and a deep sense of
place. Over the last decade, Sydell has created seven dynamic
lifestyle brands, with award-winning hotel concepts including
NoMad, The Line, Freehand and The Ned. Each of the concepts has
been widely celebrated for its site-specific uniqueness, compelling
food and beverage offerings, vibrant public spaces and overall
focus on design and culture. In 2023, NoMad London was named one of
the World’s 50 Best Hotels and in 2021 was named the Global
Ultimate Hotel by AHEAD.
About Hilton
Hilton is a leading global hospitality company with a portfolio
of 22 world-class brands comprising more than 7,500 properties and
nearly 1.2 million rooms, in 126 countries and territories.
Dedicated to fulfilling its founding vision to fill the earth with
the light and warmth of hospitality, Hilton has welcomed over 3
billion guests in its more than 100-year history, was named the No.
1 World’s Best Workplace by Great Place to Work and Fortune and has
been recognized as a global leader on the Dow Jones Sustainability
Indices for seven consecutive years. Hilton has introduced
industry-leading technology enhancements to improve the guest
experience, including Digital Key Share, automated complimentary
room upgrades and the ability to book confirmed connecting rooms.
Through the award-winning guest loyalty program Hilton Honors, the
more than 180 million members who book directly with Hilton can
earn Points for hotel stays and experiences money can't buy. With
the free Hilton Honors app, guests can book their stay, select
their room, check in, unlock their door with a Digital Key and
check out, all from their smartphone. Visit stories.hilton.com for
more information, and connect with Hilton on Facebook, Twitter,
LinkedIn, Instagram and YouTube.
Forward-Looking Statements
This press release contains forward-looking statements within
the meaning of Section 27A of the Securities Act of 1933, as
amended, and Section 21E of the Securities Exchange Act of 1934, as
amended. These statements include, but are not limited to,
statements related to the expectations regarding the performance of
Hilton's business, future financial results, liquidity and capital
resources and other non-historical statements. In some cases, you
can identify these forward-looking statements by the use of words
such as "outlook," "believes," "expects," "forecasts," "potential,"
"continues," "may," "will," "should," "could," "seeks," "projects,"
"predicts," "intends," "plans," "estimates," "anticipates" or the
negative version of these words or other comparable words. Such
forward-looking statements are subject to various risks and
uncertainties including, among others, risks inherent to the
hospitality industry; macroeconomic factors beyond Hilton's
control, such as inflation, changes in interest rates, challenges
due to labor shortages or disputes and supply chain disruptions;
competition for hotel guests and management and franchise
contracts; risks related to doing business with third-party hotel
owners; performance of Hilton's information technology systems;
growth of reservation channels outside of Hilton's system; risks of
doing business outside of the U.S.; risks associated with conflicts
in Eastern Europe and the Middle East and other geopolitical
events; and Hilton's indebtedness. Additional factors that could
cause Hilton's results to differ materially from those described in
the forward-looking statements can be found under the section
entitled "Part I—Item 1A. Risk Factors" of Hilton's Annual Report
on Form 10-K for the fiscal year ended December 31, 2023, which is
filed with the Securities and Exchange Commission (the "SEC") and
is accessible on the SEC's website at www.sec.gov. Accordingly,
there are or will be important factors that could cause actual
outcomes or results to differ materially from those indicated in
these statements. These factors should not be construed as
exhaustive and should be read in conjunction with the other
cautionary statements that are included in this press release and
in Hilton's filings with the SEC. The Company undertakes no
obligation to publicly update or review any forward-looking
statement, whether as a result of new information, future
developments or otherwise, except as required by law.
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