Hilton has announced its recent acquisition of a majority controlling interest in Sydell Group, a step that positions Hilton to extend its NoMad Hotels brand across the globe.

This strategic move marks Hilton's foray into the luxury lifestyle hotel market.Under the leadership of founder Andrew Zobler, Sydell Group has pioneered seven lifestyle brands over the past decade, including NoMad, The Line, Freehand, and The Ned.

As part of the agreement, Sydell will oversee the design, branding, and management of the NoMad brand, while Hilton will spearhead development efforts.  Furthermore, the financial details of the transaction have not been disclosed. The NoMad properties will retain their independent ownership but will be seamlessly integrated into Hilton's commercial platforms, including the Hilton Honors program.

Hilton envisions the development of up to 100 NoMad properties globally in the foreseeable future, with approximately 10 projects already in advanced discussions 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,” “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,” -  Chris Silcock, president, global brands and commercial services, Hilton.

The flagship property, NoMad London, is set to welcome Hilton guests later this year, serving as a catalyst for expansion into other premier markets worldwide. Notably, NoMad Las Vegas will undergo rebranding in the coming months as it transitions to a new flag.

“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,” “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.” - Andrew Zobler, founder and CEO, Sydell.

The addition of NoMad aligns with Hilton's overarching strategy to cater to diverse traveler preferences. Moreover, NoMad will be fully integrated into Hilton Honors, offering members access to exclusive benefits and rewards across the extensive Hilton network.