MCLEAN, Va. — Hilton has launched Motto by Hilton, a new lifestyle brand designed to offer affordable accommodations in the world’s most sought-after cities.

“Innovation is in our DNA and, as we embark on our 100th year as a company, we are innovating more than ever before,” says Christopher J. Nassetta, president and CEO, Hilton. “With Motto by Hilton, we are bringing to market something the industry has never experienced with its flexible and affordable room product, desirable locations and guest-empowered service.”

Motto by Hilton is described as a micro-hotel inspired by the emerging lifestyle-hostel model and influenced by research indicating travellers often book hostels just with their friends or family.

“Following extensive market research that focused on consumers’ needs and wants, we discovered the opportunity for a brand that offers travellers a trifecta of centrally located, reasonably priced and less traditional lodging that provide a one-of-a-kind experience,” says Jon Witter, Chief Customer Officer, Hilton. “These findings led us to create Motto by Hilton, a flexible environment that allows guests to design their stay, their way.”

The brand experience will focus on clever design, technology — featuring Hilton’s Connected Room technology — and superior sleep. Guestrooms will have an average footprint of 163 sq. ft. and space-saving features such as wall-beds, lofted beds, segmented shower and toilet stalls and multi-functional furniture. Motto will also give guests the option to book multiple connecting rooms in advance and split payments between travellers at the time of booking.

Motto by Hilton will target desirable urban destinations throughout Europe, the Americas, the Middle East and Asia Pacific, with hotels slated for cities such as Lima, Dublin, San Diego, Boston and Washington, D.C. A 100-bed Motto by Hilton in Marylebone, London is set to start construction in January 2019, targeting a 2020 opening as one of the brand’s first properties.


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