Hilton recently announced that it has acquired a majority stake in Sydell Group, a move that will see the expansion of the NoMad Hotels brand on a global scale. This strategic acquisition marks Hilton’s foray into the luxury lifestyle hospitality sector, with Sydell Group taking on the design and management aspects while Hilton focuses on development.

The terms of the deal have not been disclosed yet, but Hilton’s president of global brands and commercial services, Chris Silcock, expressed enthusiasm about the partnership. He stated, “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.”

With plans to establish up to 100 NoMad properties worldwide, discussions for 10 new locations are already underway. The flagship NoMad London is set to open its doors to Hilton guests soon, with further global expansion in the pipeline. NoMad will join Hilton’s existing portfolio, which includes renowned brands like Waldorf Astoria and Conrad, as the company aims to grow its luxury properties to between 600 and 700.

This acquisition of Sydell Group and the expansion of the NoMad brand are part of Hilton’s broader strategy to enhance its presence in the luxury hospitality market. In a recent move, Hilton also acquired the Graduate Hotels brand from Adventurous Journeys Capital Partners for 0 million, further solidifying its position in the industry.

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