Hilton plans first luxury lifestyle hotel in Asia Pacific to capture fast‑growing demand for experience‑driven stays
SINGAPORE – Hilton (NYSE: HLT) has reached an agreement with UOL Group to open a NoMad hotel in Singapore, marking its foray into the fast-growing luxury lifestyle segment in Asia Pacific. The debut joins NoMad London which opened in 2021 to international acclaim.
Developed in partnership with UOL Group, a leading Singapore-listed property and hospitality group, the new, 173-bedroom NoMad in Singapore will open in early 2027, bringing the brand’s refined yet eclectic approach to luxury hospitality, with a focus on sophisticated design, world-class dining and immersive cultural programming. Located on Orchard Road, the hotel will offer access to Singapore’s prime shopping and entertainment destinations while embracing the city’s vibrant cultural landscape. Guests will be moments away from Singapore’s luxury retail corridor, abundant lifestyle experiences and local heritage enclaves including Arab Street, Bugis, and Chinatown, offering an authentic connection to Singapore’s rich culture and history.
“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.”
NoMad hotels strike a unique balance – grand yet intimate, refined yet playful, classic yet contemporary – blending luxury with lifestyle to create thoughtfully curated experiences shaped by captivating interior design and cultural influences. Special touches, like bespoke local artworks featured in each guest room, bring the brand’s curated identity to life.
“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, 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, alongside UOL’s upcoming private and exclusive preview of its luxury residential project, UPPERHOUSE at Orchard Boulevard, and the award-winning Pan Pacific Orchard, forming a trio that will contribute to the transformation of 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 Chief Operating Officer Neo Soon Hup said, “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.”
Each NoMad provides an immersive luxury experience localized for the destination, providing personalized service, and unforgettable design and culinary experiences.
With the signing of the NoMad hotel in Singapore, Hilton takes another step toward its plan to grow its luxury presence to 150 hotels in the Asia Pacific region in the coming years. 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. These properties will join Hilton’s expanding global luxury portfolio, now one of the largest in the industry with more than 500 properties, including the recently opened Waldorf Astoria Seychelles Platte Island, Ka Laʻi Waikīkī Beach, LXR Hotels & Resorts and Signia by Hilton Amman, as well as the recent addition of more than 400 Small Luxury Hotels of the World properties.
NoMad hotels participate in Hilton Honors, the award-winning guest-loyalty program for Hilton’s 24 distinct hotel brands. Hilton Honors members who book directly through preferred Hilton channels have access to instant benefits, including a flexible payment slider that allows members to choose nearly any combination of Points and money to book a stay, exclusive member discounts, free standard Wi-Fi and the Hilton Honors mobile app.
About Hilton
Hilton (NYSE: HLT) is a leading global hospitality company with a portfolio of 24 world-class brands comprising more than 8,600 properties and nearly 1.3 million rooms, in 139 countries and territories.Dedicated to fulfilling its founding vision to fill the earth with the light and warmth of hospitality, Hilton has welcomed over 3 billion guests in its more than 100-year history, was named the No. 1 World’s Best Workplace by Great Place to Work and Fortune and has been recognized as a global leader on the Dow Jones Sustainability Indices. Hilton has introduced industry-leading technology enhancements to improve the guest experience, including Digital Key Share, automated complimentary room upgrades and the ability to book confirmed connecting rooms. Through the award-winning guest loyalty program Hilton Honors, the more than 218 million Hilton Honors members who book directly with Hilton can earn Points for hotel stays and experiences money can't buy. With the free Hilton Honors app, guests can book their stay, select their room, check in, unlock their door with a Digital Key and check out, all from their smartphone. Visit stories.hilton.com for more information, and connect with Hilton on Facebook, X,LinkedIn, Instagram and YouTube.
About NoMad Hotels
Grounded in the idea of the hotel as a great home layered with stories and animated by the collective spirit of its inhabitants, NoMad Hotels are a vision of an artfully-lived life. At the heart of each NoMad Hotel are its signature restaurants and bars, which celebrate the dynamic interplay between grand and intimate, classical and colloquial, offering festive moments of revelry alongside quiet meals that nourish the soul. Each experience reflects the season, the location, and the gracious, creative talent of the NoMad team. NoMad London, the brand's first luxury hotel bookable under Hilton's portfolio, takes residence in Covent Garden’s historic Bow Street Magistrates Court. As part of Hilton, a leading global hospitality company, NoMad Hotels invites guests to experience a world of timeless elegance and unique character. Experience an unforgettable stay by booking at Hilton.com or through the industry-leading Hilton Honors app. Hilton Honors members who book directly through preferred Hilton channels have access to instant benefits.