Hilton is on a bit of a hotel brand shopping spree. Recently Hilton announced plans to acquire Graduate Hotels, and now Hilton has unveiled plans to acquire NoMad Hotels. This is in addition to Hilton’s new partnership with Small Luxury Hotels of the World.
Continue reading: Hilton Acquiring NoMad Hotels, Expanding Luxury Lifestyle Brand
Share your questions, experiences, and thoughts below.
Hmm... I guess at one point, NoMad had a few hotels... but NoMad in Manhattan closed permanently, and it seems like the NoMad in Downtown LA is nowhere near reopening. I am guessing this brand had more presence a few years ago when all of these properties were open. Hilton has talked about a "lifestyle" brand for years (in the same vein of W, Edition, Andaz) and I guess this fits that bill, so not sure what they get out of this versus a new brand they make up on their own at this point. I wonder if this really is their "lifestyle" brand or if they have other stuff they will launch as well.
'Lifestyle brand' is such an empty, vacuous term.. it liiterally has no actual meaning.
The Ned is owned by SoHo House. Sydell and SoHo House started off as co-owners but Sydell no longer owns it.
I agree, for those of us who don't work in hotel branding, could Ben please define "lifestyle brand" and just use the definition instead of the term going forward?
NoMad NY reopened as a Ned and NoMad LA reopened as Hotel Per La, which is now part of Marriott's Autograph Collection
"Hilton doesn’t have anything between LXR and Curio Collection, to compete with brands like Hyatt’s Andaz and Thompson, Marriott’s W and EDITION, etc."
Granted theres only a few of them, but I always thought LXR was basically the same as Andaz/Thompson.
LXR is more akin to Marriott's Luxury Collection than Andaz/Thompson.
To everyone asking about what makes a "lifestyle" hotel, I would say it is pretty simple - rooms tend to focus more on contemporary design, a big focus on the bar, restaurants and nightlife (often that appeal to locals and not just hotel guests), less focus on stuff like conference rooms / meeting space, business centers and lounges, etc. Focus is more on fun/play rather than work (Marriott, Hyatt Regency, Hilton, Westin) or "luxury" (St. Regis, Ritz Carlton, Park Hyatt, Waldorf Astoria, etc). Quintessential lifestyle brands are Andaz, W, Edition, and probably Thompson among the branded companies. The closest Hilton has is Canopy, which doesn't quite fit the bill. An expanded NoMad definitely would quality.
will NoMad las vegas be included? that was developed by MGM in partnership with Sydell but seems to be more in the MGM operating system these days. very confusing to have a NoMad hotel that is using the same brand but is not a part of the brand...
Bloomberg is reporting that NoMad Las Vegas is excluded from this deal and will be rebranded.
I hate the term lifestyle brand. I associate it with people being douchy.
No, I’m not a kid of that Ned. He used a Lifestyle brand contraceptive.
I really like the NoMad brand. It's always felt refreshing and defined both in London/Vegas/NY when it operated. Keen to see it scaled.