Hilton expands and acquires NoMad Hotels brand
It is a time of big changes and important news at Hilton. After "snatching up" Small Luxury Hotels of the world [...]
It is a time of big changes and important news in the home Hilton. After having "ripped off" Small Luxury Hotels of the world to Hyatt and after announcing plans to purchase the network Graduate Hotels, now Hilton intends also acquire the NoMad brand.
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With this addition to its portfolio of hotel brands, the hôtellerie giant intends to make its entry into the luxury lifestyle hotel market, a category that is gradually growing.
Currently, hotels branded NoMad are only two, at Las Vegas e London: while the former is excluded from this operation (it will undergo a rebrand in the next few months), the latter is the real spearhead; the NoMad London opened its doors in 2021 and, Hilton points out, HH guests will be able to stay there as early as the end of this year. Over time, then, NoMad properties around the world will grow to a hundred.
After the acquisition, NoMad Hotels will also participate in Hilton Honors, Hilton's loyalty program, joining the giant's more than 7,500 hotels scattered around the world.HH members who choose to stay at NoMad will, therefore, have the opportunity to take advantage of and accumulate points.
"The addition of NoMad to our growing portfolio of brands 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 atHilton - "By combining the concept of a proven brand ready for expansion with the commercial power of Hilton, we are increasing our presence in the luxury and lifestyle segment."
"We are excited for Sydell to enter a new phase and for the Nomad brand to expand worldwide through the partnership with Hilton"-said Andrew Zobler, founder and CEO of Sydell - "Founded on the idea of the hotel as a great home, the NoMad brand is committed to providing guests with affordable luxury, exceptional design, and first-rate food and beverage. Hilton's experience in both luxury and lifestyle, combined with its ability to rebrand and downsize hotel brands, makes this an exciting opportunity."
The NoMad Hotels brand was created by the Sydell Group: while Hilton will lead the development, the group-after the acquisition-will retain the role of brand management manager.
