Hilton has announced the launch of a new, affordable lifestyle brand designed to empower guests with the freedom to curate their own experiences in sought-after locales. Motto by Hilton arrives ahead of Hilton’s impending 100th anniversary, set to roll out a lineup of microhotels that embrace an urban sensibility in cities across the globe. The brand’s outposts are currently in development in markets such as Boston, Dublin, Lima, San Diego, Savannah, and Washington, DC. Construction is set to begin on the 100-bed Motto by Hilton in the Marylebone section of London, which is slated to open as one of the brand’s first units in 2020.
“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 of 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.”
“We’ve deconstructed the traditional hospitality experience to create something truly fresh and exciting,” adds Tripp McLaughlin, global head of Motto by Hilton. “This will be a global brand, heavily targeting the destinations where our connected and confident travelers want to travel to the most.”
Conceived in collaboration with Toronto-based firm DesignAgency to merge the best of the hostel experience with the best of the Hilton experience, Motto by Hilton properties will emphasize flexibility in addition to affordability. All averaging 163 square feet, at least 30 percent of accommodations will be required to be connected. The four guestroom configurations will include standard rooms, corner rooms, flexible rooms with Murphy beds, and multi-bedded rooms with bunk beds. The hotels will also include Connected Room technology, which will allow guests to control all the features of their room through the Hilton Honors smartphone app.
