Exciting Expansion: Hilton Launches NoMad Hotels in Asia with First Location in Singapore!

Hilton Hotels is making waves by bringing its luxury lifestyle brand, NoMad, to Singapore. This move marks a significant step in NoMad’s global journey under Hilton’s management.

Scheduled to open in early 2027, NoMad Singapore will feature 173 rooms on Orchard Road, a bustling shopping hub in the city. Alan Watts, Hilton’s president for Asia Pacific, expressed excitement, noting that Singapore will be the first among many Asian cities to welcome this brand. He highlighted the strong demand for luxury lifestyle travel in the region.

This expansion follows Hilton’s acquisition of a majority stake in the Sydell Group, NoMad’s parent company. Hilton’s CEO, Chris Nassetta, emphasized the importance of entering the luxury lifestyle market, stating that NoMad has significant cultural appeal, making it a valuable addition to their portfolio.

Plans are already in motion for over 10 new NoMad locations worldwide, with a long-term goal of expanding to 100. Sydell Group will continue overseeing NoMad’s design and operations, ensuring its unique identity is preserved as Hilton expands the brand.

Hilton’s broader strategy includes increasing its luxury offerings in Asia Pacific. The company aims to have 150 luxury hotels in the region soon, with new Waldorf Astoria properties set to open in major cities like Kuala Lumpur, Sydney, and Tokyo.

In a similar vein, competitors like Marriott are also investing in lifestyle hotels. Marriott’s Edition brand recently entered Singapore and plans to expand to Mumbai by 2029. Moreover, Marriott’s acquisition of the lifestyle brand citizenM aims to enhance its presence in this booming sector.

NoMad appeals to a growing group of affluent travelers who crave curated experiences rather than traditional luxury. Andrew Zobler, CEO of The Sydell Group, noted that each NoMad hotel is designed to feel like a home filled with unique stories and rich experiences.

In tandem with NoMad, UOL Group plans to develop luxury residences nearby, creating a “luxury lifestyle trio” that reimagines Orchard Road as a high-end cultural hub. This aligns with the shifting expectations of travelers who seek meaningful connections and experiences over mere accommodations.

According to a recent report from JLL Hotels & Hospitality Group, travelers today desire spaces that blend comfort and community. Nihat Ercan, JLL’s CEO for Asia Pacific, emphasized the need for hotels to offer more than just a room; they should foster connections and a sense of purpose.

As the luxury hotel market evolves, it’s clear that brands like NoMad are tapping into a critical shift in traveler preferences. The move to Singapore underscores not just Hilton’s ambitions, but the growing trend of lifestyle hotels catering to modern, discerning guests.

For more insights into the evolving travel and hospitality sectors, check out the Skift Travel 200, which tracks the financial performance of top travel companies globally, offering a glimpse into industry trends.

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