Hilton has announced the acquisition of the NoMad hotel brand, significantly enhancing its lifestyle hotels division. This strategic addition follows the company’s recent acquisition of Graduate Hotels, reinforcing its focus on the boutique and lifestyle hotel segment.

The NoMad brand was developed by the Sydell Group, known for its innovative approach to hospitality, encompassing lodging, dining, and bars. Under the terms of the acquisition, Hilton will take a majority, controlling stake in Sydell Group. Despite the change in ownership, Sydell will continue to oversee the curation, design, and management of NoMad.

Hilton plans to expand the NoMad brand from its current early stages into a major lifestyle hotel brand, targeting up to 100 locations worldwide. The expansion strategy is already underway, with negotiations for an additional 10 NoMad hotel sites in progress.

The flagship NoMad hotel, located in London’s Covent Garden, opened in 2021 in a historic building that once served as law courts and a police station. This site, along with a second location in Las Vegas currently part of the Park MGM complex (set to be rebranded), marks the beginning of what Hilton envisions as a global presence for the NoMad brand.

Chris Silcock, Hilton’s president of global brands and commercial services, expressed enthusiasm about the acquisition: “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. We are accelerating our ability to drive growth in the luxury lifestyle segment.”

Andrew Zobler, founder and CEO of Sydell, remarked on the core ethos of NoMad, aiming to provide guests with “accessible luxury, exceptional design, and award-winning food and beverage.”

This acquisition signals Hilton’s broader strategy to enhance its offerings across various hotel market segments, particularly in the luxury boutique and lifestyle space. Additionally, Hilton is exploring new travel experiences for its guests, including a partnership with Autocamp to offer unique accommodation options such as glamping and stays in Airstream caravans.