How Hilton’s luxury hotels in Singapore and Malaysia are evolving

One of Singapore’s most anticipated hotel openings in 2026 is NoMad Hilton Singapore, which opens its doors later this year. The newly built 19-storey biophilic building, which features a towering waterfall amid pockets of greenery and lantern-like structures, sits at the heart of Orchard Road.

The 173-room hotel marks the Southeast Asian debut of the NoMad brand, known for its art- and lifestyle-oriented approach. The brand, named after North of Madison Avenue in New York City, was launched in 2012.

Why was Singapore selected for a NoMad hotel? Candice D’Cruz, vice president of Luxury Brands at Hilton Asia Pacific, shares that the city-state’s mature luxury hotel scene has evolved over the decades, moving away from traditionally grand establishments. 

“The Singapore luxury market has become more lifestyle; people now want a little more colour outside the box,” she says. “NoMad is sitting in that space where guests want something less white-glove, more good bars and cool and edgy F&B options.” 

And the hip quotient of NoMad Hilton Singapore will be fuelled by its four distinct dining and bar concepts.

NoMad Grill, a New York-style chophouse, will feature dry-aged meats from around the world, seafood and seasonal produce cooked over wood fire, and brasserie-style dishes.

The Tropicana Club is a cabaret-style craft cocktail bar that pays homage to the now-defunct local entertainment complex known for its vivacious cabaret theatre and nightlife, as well as the golden age of cabaret in Havana in the 1940s and 1950s. 

The cocktail program is centred on the era’s classics: Martinis, Daiquiris, Manhattans, and Cuban cocktails, and is bolstered by live music and DJ sets. Sticky Fingers will serve gourmet soft-serve sundaes by day and cocktails paired with desserts by night. The poolside Lu Bar will serve aperitivo cocktails and refreshing drinks. 

D’Cruz shares that food has become a deciding factor in luxury travel. She says, “Luxury travellers are making decisions based on dining opportunities. They are looking at places for food and bars — these are two big parts of things to do in a city.” 

Art will play an equally important role at NoMad Hilton Singapore. Almost all of the artwork will come from Singapore artists, in partnership with Hilton and ART:DIS, an association that supports artists with disabilities. 

Across the causeway

Southeast Asia is seeing a growth in the luxury market, driven by rising wealth generation and more sophisticated expectations among affluent travellers, who are seeking wellness and a stronger sense of place and community.

D’Cruz says, “There’s a higher concentration of millionaires here, and with that, there’s a second wave of different brands that cater to the needs of customers.”

While Singapore is moving towards lifestyle-driven luxury, Malaysia reflects a different opportunity: a market ready for a new generation of high-end hotels.

“Malaysia has not had new openings in a very long time, and now there’s this wave of upmarket beautiful hotels opening,” she observes. “The luxury segment there has matured, and it is looking for fresher and international experiences.”

Later this year, the 268-suite Waldorf Astoria Kuala Lumpur in the city’s Golden Triangle district will open, marking the debut of the upmarket hotel brand in Malaysia. The hotel will feature two world-class restaurants. One of them is Yaari, a progressive Indian restaurant helmed by chef Garima Arora of two-Michelin-starred Restaurant Gaa.

This marks her debut outside Bangkok and her first hotel partnership. Yaari, which means “friendship” in Hindi, will serve reimagined regional Indian dishes, from the tangy curries of the Southern coast to the smoky kebabs of the North. Chaat, a ubiquitous street food in India, will also be elevated. 

Celebrated French chef Jean-Georges Vongerichten will launch three concepts in the hotel. JG KL has a menu with French, American, and Asian influences, while abc kitchens KL will take a farm-to-table approach, featuring plant-based and Latin-inspired dishes. The Bar by JG combines French and Southeast Asian influences in its small-plate and drink offerings. 

“We’re bringing two celebrity chefs to Malaysia, both at the Waldorf Astoria Kuala Lumpur, because there is a market, there is a mature palate that wants this international culinary excellence in the country, and they’re willing to pay for it,” D’Cruz says.