Hilton launched the NoMad brand in Asia Pacific- Singapore launch

Hilton has signed an agreement with UOL Group to debut its luxury lifestyle brand NoMad in Asia Pacific with a 173-room hotel opening on Singapore's Orchard Road in 2027. The project aims to meet the rising demand for experience-led travel and will make NoMad's second global outpost following its launch in London. Several further NoMad projects are also being discussed.

Hilton has announced plans to bring its NoMad luxury lifestyle hotel brand to Asia Pacific for the first time through a partnership with Singapore-listed developer UOL Group. The 173 key hotel will open in early 2027 on Orchard Road, joining NoMad London, which launched in 2021.

The agreement signals Hilton's growing focus on the luxury lifestyle segment in Asia Pacific, a region considered vital for expansion. The upcoming NoMad Singapore will emphasise design-forward interiors, high-end dining, and immersive cultural experiences in line with the brand's positioning. It will be located near heritage districts such as Arab Street and Chinatown, offering proximity to intentional luxury retail and Singapore's cultural districts.

"This signing adds a new and significant dimension to Hilton's growth in the region," said Alan Watts, President of Asia Pacific Hilton. Singapore provides the perfect gateway to introduce NoMad's unique approach to modern luxury."

Originally created by The Sydell Group, NoMad blends classic elegance with modern design and localised storytelling. Each hotel in the portfolio integrates art and cutter unique to its location. "NoMad is built on the idea of the hotel as a living storybook," said Andrew Zobler, CEO of The Sydell Group. Singapore marks an exciting first step in our Asia Pacific journey."

UOL Chief Executive Liam Wee Sin said the hotel aligns with the company's broader placemaking vision for Orchard Road, which will join its luxury residential project and the Pan Pacific Orchard. "NoMad makes guests feel like locals in the world's most desirable neighbourhoods," he said.

Hilton aims to expand its luxury footprint in Asia Pacific to 150 properties. Upcoming launches include Waldorf Astoria hotels in Shanghai and Kuala Lumpur and Conrad hotels in Xi'an, Chengdu, and Nagoya.

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Hilton Launched The NoMad Brand In Asia Pacific- Singapore Launch

News Source : Economic Times