It was a long time coming for Hilton in the trendy luxury/lifestyle hotel space, where lodging companies have been crowding into either on their own or through brand acquisition. Last April, Hilton announced it had acquired a controlling interest in Sydell Group and with it the NoMad brand, which at the time had one hotel, in London, a property that opened in 2021. Hilton said it expected to grow the brand to as many as 100 hotels.
Today, it announced number two.
Hilton said it has reached an agreement with UOL Group to open a 173-room NoMad hotel in Singapore by 2027, located on Orchard Road in the city’s prime shopping and entertainment center.
“This signing adds a new and significant dimension to Hilton’s phenomenal growth story in Asia Pacific, as we gain a critical foothold in the luxury lifestyle space,” said Alan Watts, president, Asia Pacific, Hilton. “With demand for high-end, experience-driven stays surging across the region, the luxury gateway of Singapore offers the perfect backdrop to debut NoMad’s uniquely local luxury hospitality – and will be the first of many cities in Asia to welcome the brand.”
In 2009, Hilton looked to launch its own luxury/lifestyle brand called Denizen. It was ill-fated: Starwood Hotels & Resorts claimed that two former employees hired by Hilton had taken with them proprietary information to help build out and develop the brand. One of those employees, Amar Lalvani, went on to become CEO of Standard International and is now EVP, president and creative director, lifestyle for Hyatt after the company acquired Standard International in 2024.
In NoMad, Hilton now has the ability to scale a brand with built-in “hip” DNA. Though London is the only city with a NoMad property operating cirrently, the first hotel opened in New York, but closed due to COVID. It reopened as The Ned, New York, a members-only club and a brand also controlled by Sydell Group. Other Ned clubs are in London and Doha.
“NoMad is built on the concept of a hotel as a welcoming home filled with stories, where every detail – from its interiors and rich visual appeal to its thoughtfully curated dining experiences – comes to life. The signing of our first hotel in Singapore marks an exciting introduction of our brand to Asia Pacific,” said Andrew Zobler, founder & CEO of The Sydell Group. “This debut is just the beginning as we seek out the best destinations to introduce NoMad, with several deals in advanced discussions in destinations in North America, Europe and beyond.”
UOL Group Chief Executive Liam Wee Sin said, “We are excited to introduce NoMad to Singapore as part of our placemaking vision for Orchard Road. NoMad makes guests feel like locals in the world’s most sought-after neighborhoods and the Orchard Road precinct offers that luxury lifestyle space.”
UOL COO Neo Soon Hup added, “NoMad Singapore will bring together modern elegance and the city’s dynamic cultural energy, offering a distinct experience that reflects the brand’s character. We look forward to making NoMad a standout presence in the market, delivering exceptional stays that go beyond traditional luxury and resonate with discerning travelers.”
The signing of the NoMad hotel in Singapore is another step, Hilton said, to grow its luxury footprint to 150 hotels in the Asia-Pacific region. Over the next two years, Hilton will open Waldorf Astoria properties in Kuala Lumpur, Sydney, Shanghai, Tokyo, Xi’an and Hanoi. Conrad Hotels & Resorts is expanding with upcoming properties in prime travel destinations across China, including Xi’an, Chengdu and Nanjing, as well as in Nagoya, Japan. Hilton also has expanded its luxury offering with the recent introduction of LXR Hotels & Resorts to South East Asia with Umana Bali, its second LXR property in the region, following Roku Kyoto in Japan.