Hilton expands its offerings of luxury lifestyle with the acquisition of the Sydell Group
In a strategic move, Hilton has acquired a majority stake in the Sydell Group, marking its entry into the upscale lifestyle hotel market. This acquisition reflects Hilton's commitment to expanding its offerings in high-end markets worldwide.
Based in McLean, Virginia, and Miami, the renowned hospitality giant Hilton announced the acquisition of the Sydell Group, a leading hotel brand developer. This move aims to expand the NoMad Hotels brand beyond its current flagship location in London to various destinations worldwide.
Under the leadership of visionary founder Andrew Zobler, the Sydell Group has distinguished itself over the past decade by creating seven innovative brands, including award-winning hotel concepts such as NoMad, The Line, Freehand, and The Ned. In this new partnership, Sydell will be responsible for the design, branding, and management of the NoMad brand, while Hilton will oversee all developments.
The acquisition of the Sydell Group is a key step for Hilton in strengthening its position in the luxury hotel market. Despite the challenges posed by the global pandemic, this move signals the company's strategic vision for the future and its desire to expand its global presence. With the acquisition of the Sydell Group, Hilton not only gains innovative brands but also significant potential for growth and development in the upscale segment of the hotel business.
Hilton envisions a robust expansion of the NoMad brand, with plans to create up to 100 properties worldwide, including approximately 10 properties currently in advanced discussions.
The flagship NoMad property in London has paved the way for expansion into other desirable markets since its creation in 2021. Specifically, the deal does not include NoMad Las Vegas, which will be redeveloped under a new brand in the coming months.
The acquisition of the Sydell Group aligns with Hilton's overall strategy to enhance its offerings and meet the evolving preferences of guests. With a diverse portfolio of 22 well-known brands, Hilton continues to innovate in the hospitality industry.
