Hilton to Launch NoMad Singapore as Part of Bold Asia Expansion Plan

Hotel News: Hilton Takes a Bold Step into Asia’s Luxury Lifestyle Market

Hilton Hotels is setting the stage for a new era in luxury hospitality across Asia Pacific with the launch of its acclaimed NoMad brand in Singapore. In a major announcement, Hilton revealed its partnership with Singapore-listed property developer UOL Group to open a new 173-room NoMad hotel along Orchard Road, Singapore’s most iconic retail and lifestyle boulevard. The new property, slated to open in early 2027, will mark NoMad’s highly anticipated Asia Pacific debut.

This Hotel News report highlights how Hilton’s latest move is part of a much larger strategy to rapidly expand its footprint in the region’s booming luxury and lifestyle travel sector. The new Singapore property will join the NoMad London, which opened in 2021 to international praise, and will help Hilton deepen its reach in the high-end travel space by offering curated, experience-driven stays. With Asia’s luxury tourism market showing unprecedented growth, Hilton is positioning NoMad to cater to a rising generation of well-traveled, design-conscious guests.

NoMad Singapore Will Blend Local Culture With Global Sophistication

Located in the heart of Orchard Road, NoMad Singapore promises to fuse upscale design with immersive cultural experiences, setting a new benchmark for contemporary luxury in the region. The hotel will offer guests direct access to Singapore’s luxury retail corridor, a vibrant mix of lifestyle experiences, and nearby heritage-rich enclaves like Arab Street, Chinatown, and Bugis. It aims to provide a balance of refinement and playful sophistication through distinctive interiors, bespoke local artwork in each room, and a strong focus on food, culture, and curated lifestyle programming.

Alan Watts, Hilton’s President for Asia Pacific, said the signing represents “a new and significant dimension to Hilton’s phenomenal growth story in Asia Pacific.” He emphasized the brand’s growing commitment to “uniquely local luxury hospitality,” explaining that the Singapore launch is the first of many NoMad locations planned for top Asian cities.

Strategic Partnerships and Regional Vision

The new hotel will be developed in partnership with UOL Group, one of Singapore’s most respected property firms. The company is already reshaping Orchard Road’s hospitality scene with the Pan Pacific Orchard and the forthcoming luxury residence UPPERHOUSE at Orchard Boulevard. Together with NoMad Singapore, these projects form a dynamic trio designed to transform the area into a hub for luxury living and travel.

UOL Group Chief Executive Liam Wee Sin described the addition of NoMad as part of the firm’s larger “placemaking vision” for the district. “NoMad makes guests feel like locals in the world’s most sought-after neighborhoods,” he said, adding that the hotel will deliver a premium experience that seamlessly blends with the city’s vibrant energy. UOL’s COO Neo Soon Hup added that the hotel will offer an “experience that reflects the brand’s character” and appeal to discerning international travelers looking for something beyond traditional luxury.

What Makes NoMad Hotels Different

The NoMad brand, originally founded by the Sydell Group, is known for creating spaces that are both grand and intimate, sophisticated yet approachable. Since acquiring a majority stake in Sydell Group, Hilton has been working to expand NoMad globally. Each NoMad property places a strong emphasis on design, storytelling, and hyper-local experiences—from art to architecture and culinary offerings.

Andrew Zobler, CEO and founder of Sydell Group, expressed enthusiasm about entering the Asia Pacific market. “NoMad is built on the concept of a hotel as a welcoming home filled with stories,” he said. “This debut is just the beginning as we seek out the best destinations to introduce NoMad.” Hilton has previously indicated plans to develop as many as 100 NoMad hotels globally, with at least ten more already in advanced planning stages.

Hilton’s Wider Luxury Push Across Asia Pacific

The NoMad Singapore announcement comes amid Hilton’s broader push to dominate the luxury segment in Asia Pacific. The company is actively developing new Waldorf Astoria properties in cities like Kuala Lumpur, Sydney, Tokyo, and Shanghai. Meanwhile, Conrad Hotels & Resorts is expanding into key Chinese cities such as Chengdu, Xi’an, and Nanjing, along with a property in Nagoya, Japan.

Hilton has also brought its LXR Hotels & Resorts brand to Southeast Asia with Umana Bali, and continues to grow its portfolio with more than 500 global luxury hotels including the Waldorf Astoria Seychelles Platte Island and the new Ka Laʻi Waikīkī Beach. The recent addition of over 400 Small Luxury Hotels of the World properties into Hilton’s loyalty ecosystem further cements the company’s position in the top tier of global luxury hospitality.

All NoMad properties, including the upcoming Singapore hotel, will participate in Hilton Honors. Members of the award-winning loyalty program will be able to enjoy exclusive perks, flexible points redemption, and unique stay experiences by booking directly through Hilton channels.

Redefining the Future of Upscale Travel in Asia

With the signing of NoMad Singapore, Hilton is making a clear declaration about where luxury travel is headed in Asia. By marrying the essence of local culture with world-class design and modern elegance, NoMad is poised to attract travelers who seek deeper, more authentic stays that reflect the soul of a destination.

The move not only signifies Hilton’s strong belief in Singapore as a luxury gateway city but also hints at the company’s ambitious future plans to reshape the luxury lifestyle category in Asia Pacific. As demand for personalized, story-driven hospitality continues to surge across the region, the opening of NoMad Singapore could very well signal the dawn of a new luxury era—one that is local, experiential, and unapologetically sophisticated.

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