Dive Brief:
- Hilton’s luxury lifestyle NoMad Hotels brand has appointed Kristen Millar as chief brand officer to lead its next phase of international growth, Hilton announced this week.
- In the role, Millar will lead NoMad’s global brand and design strategy, “crafting layered, bespoke experiences” across all aspects of the brand, according to Hilton.
- The appointment comes as the London-based brand expands to the U.S. with a hotel set to debut in Detroit in early 2027, following Hilton’s acquisition of NoMad owner The Sydell Group in 2024.
Dive Insight:
As NoMad expands globally to “meet growing demand for high-end experience-driven stays,” Millar will be responsible for introducing the brand to new markets and reinforcing its position in the rapidly evolving luxury lifestyle sector, Hilton detailed in a release.
Millar will oversee creative direction and brand expression, including across interior design, digital platforms and curated art programming, to ensure a seamless and cohesive presence across NoMad’s international locations, according to Hilton.
Currently, NoMad operates a flagship location in London that opened in 2021. The brand formerly operated NoMad Las Vegas, though MGM Resorts International rebranded that location in December as The Reserve at Park MGM.
NoMad is planning to debut its first hotel in Asia, NoMad Singapore, later this year. Its forthcoming Detroit property will be located in the city’s historic Michigan Central Station building.
The brand’s global expansion comes after Hilton acquired a majority controlling interest in NoMad Hotels creator and New York-based hotel developer Sydell Group. At the time of the deal, Hilton announced it would lead all future development for the NoMad brand, hoping to develop as many as 100 branded hotels worldwide.
NoMad “is entering a critical phase of global growth,” Andrew Zobler, founder and CEO of The Sydell Group, said in the release. “[Millar’s] creative vision and deep understanding of our core values have been vital in shaping NoMad’s international presence, and I am confident she will continue to advance our brand as we expand into new regions.”
Millar was appointed to the chief brand officer role after most recently serving as global brand director for NoMad Hotels and was instrumental in shaping its identity since its New York City launch in 2012, per the release.
