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Hilton announced that it will launch Motto by Hilton, a new lifestyle brand that is billed as a micro-hotel approach with an urban vibe. The highly anticipated news comes after Hilton ceo Chris Nassetta unveiled plans to bring new brands to the market by the end of this year.

The company conducted research that discovered travelers who stay in hostels don’t always like sharing a room with strangers and often book with friends in families to avoid it. The research found that these travelers want prime locations, authenticity, affordability and flexibility in their adventures, according to Hilton. That’s why the Motto brand is modeled after hostels but with a hotel-like feel.

Motto properties will feature flexible spaces designed with seamless technology and an elevated sleep experience, Hilton executives say. Guestrooms will have an average footprint of 163 sq. ft. with space-saving wall beds, lofted beds, segmented shower and toilet stalls, and multifunctional furniture that can be stowed away. Guests can also book multiple connecting rooms to accommodate large groups.

The brand’s portfolio will comprise urban destinations throughout Europe, the Americas, the Middle East and Asia Pacific. To start, U.K.-based Dominvs Group is developing the 100-bed Motto by Hilton in Marylebone, London. Construction on the property starts in January, and the hotel is slated to open in 2020. Other areas with developments on tap include Lima, Dublin, Savannah, San Diego, Boston and Washington, D.C.

Photo: Courtesy of Hilton


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