The lifestyle hotel orbit—typically known for its smaller, boutique brands—has another global player now calling the shots.
NoMad, of which Hilton has a majority controlling interest, is expanding to Singapore, company leaders announced this week. NoMad Singapore will join NoMad London and is slated to open in early 2027. The property, developed in partnership with Singapore hospitality firm UOL Group, is an optics win for Hilton’s push into the lifestyle hotel sector, dominated by brands like Marriott’s Edition and the now Hyatt-owned The Standard.
Hilton took a majority stake in NoMad owner Sydell Group last year in a push to enter the luxury lifestyle space that is increasingly seen as important to courting younger luxury consumers. Hilton leaders previously indicated the opportunity to build the brand up to as many as 100 hotels and that 10 new deals were in advanced stages of negotiation last year.
The 173-room NoMad Singapore will be on Singapore’s famed Orchard Road, the hub of the city’s entertainment and luxury shopping scene.
“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,” Alan Watts, president of Hilton’s Asia Pacific region, said in a statement.
While details were a little sparse on what specific offerings would be available at the upcoming hotel, NoMad Singapore is expected to follow in the brand’s tradition of personalized service and heightened attention to design and culinary offerings.
“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 Sydell Group CEO and founder Andrew Zobler said in a statement. “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.”
NoMad Singapore also fuels Hilton’s plan to grow its luxury presence in the Asia Pacific region to 150 hotels across brands like Waldorf Astoria, Conrad and LXR Hotels & Resorts—providing Hilton Honors members visiting the region a luxe cornucopia of offerings to choose from.
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