Hilton announced it has acquired a majority interest in Sydell Group to expand the NoMad Hotels brand from its existing London flagship location to markets around the world. The addition of NoMad, according to the announcement, marks Hilton’s entry into the luxury lifestyle hotel market.

Over the last decade, Sydell, led by founder Andrew Zobler, has created seven lifestyle brands, including NoMad, The Line, Freehand and The Ned. Sydell will be responsible for design, branding and management of the NoMad brand, while Hilton will lead all development. The NoMad brand will be fully integrated into Hilton’s commercial platforms, including Hilton Honors. All NoMad properties will remain independently owned.

Hilton projects that as many as 100 NoMad properties will be developed globally over time, with approximately 10 already in advanced stages of discussion with Sydell.

Chris Silcock, president, global brand and commercial services for Hilton, said that “by pairing an already proven brand concept that’s ready for expansion with the power of Hilton’s commercial engine, we are accelerating our ability to drive growth in the luxury lifestyle segment.”

The NoMad London will be available for booking to Hilton guests beginning later this year, and an expansion of NoMad is planned to follow in major markets. NoMad Las Vegas is excluded from the transaction and will rebrand to a new flag in the coming months.

Image: Nomad Hotel, NYC