Hilton Takes Control of NoMad Hotels. Global Expansion Planned

Hilton Worldwide will expand the NoMad Hotels brand from beyond its London presence to major markets across the globe under an agreement with the Sydell Group, which owns the brand, for the hotelier to acquire a majority controlling interest in the company.

The news comes on the heels of news of Hilton’s planned acquisition of the Graduate Hotels brand and its partnership with Small Luxury Hotels of the World.

The brand has its origins with the NoMad hotel in the NoMad district of Manhattan that opened in 2012 and closed permanently in 2021, victim of the pandemic.  The term “NoMad” is short for “North of Madison Square Park” and is a neighborhood centered on the Madison Square Park Historic District in Manhattan.

“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,” said Chris Silcock, the executive who has responsibility for Hilton’s global brands and commercial services.

The original NoMad was an integrated hotel and restaurant, with the latter helmed by chef Daniel Humm and restaurateur Will Guidara of Eleven Madison Park. After other locations opened in Las Vegas and Los Angeles, the original NoMad was sometimes referred to as the NoMad New York.

The addition of the NoMad brand marks Hilton’s entrance into the luxury lifestyle category and the company plans to have as many as 100 NoMad properties open eventually.

Andrew Zoler, the founder of Sydell, will continue to be responsible for design, branding, and management of the NoMad brand while Hilton will take responsible for all development. In addition, NoMad will be fully integrated into Hilton’s operations including the Hilton Honors guest loyalty program.

(Photo: Accura Media Group)