Hilton Worldwide has acquired a majority stake in the parent company of the luxury NoMad Hotel in London, and plans to expand the brand throughout the world, Hilton announced on Wednesday (3 April).
The financial terms of Hilton's acquisition of a majority stake in the Sydell Group were not immediately disclosed. Sydell will be responsible for the design, branding and management of the NoMad brand, according to Hilton, while Hilton handles development and expansion efforts.
Hilton said it was in "advanced stages of discussion with Sydell" for about 10 NoMad projects and said as many as 100 could be developed over time. Each will be independently owned, Hilton said.
The NoMad London and subsequent Nomad properties will participate in Hilton's Honors loyalty programme and tech platforms. The other existing NoMad property, however — the NoMad Las Vegas — "is excluded from the transaction and will rebrand to a new flag in the coming months," Hilton said.
The move is the latest of several at the upper end of the market Hilton has made in 2024, following its pending acquisition of the upper-upscale Graduate Hotels chain and partnership with Small Luxury Hotels of the World.
Combined with current luxury offerings in its Waldorf Astoria, Conrad, LXR and Signia brands, Hilton said the new deals and partnerships "in the coming years" could boost the company's luxury portfolio to 600 to 700 worldwide.