Hilton Announces New Hotel Brand

Hilton announced a new brand that will welcome budget-savvy travelers visiting in-demand destinations worldwide. As Hilton defines it, Motto by Hilton will be a budget-friendly lifestyle brand with properties in urban centers. The micro-hotel delivers prime locations, an authentic local experience, competitive rates and flexibility.

“Hilton prides itself on being a leader in the hospitality industry and evolving with the needs of our guests,” said Christopher Nassetta, president and CEO, Hilton. “Innovation is in our DNA, and as we embark on our 100th year as a company, we are innovating more than ever before.

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.”

“Following extensive market research that focused on consumers’ needs and wants, we discovered the opportunity for a brand that offers travelers a trifecta of centrally located, reasonably priced and less traditional lodging that provide a one-of-a-kind experience,” added 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.”

Each small guestroom (the average size is 163 square feet) makes the most of its space, with various space-saving design aspects, like wall-beds, lofted beds and multiuse furniture. Travelers in groups can book linked rooms and then split stay payments.

The first Motto by Hilton property is slated for Marylebone, London, opening in 2020 with 100 guestrooms. Other destinations in the pipeline include Lima, Dublin, San Diego and Boston.

“We’ve deconstructed the traditional hospitality experience to create something truly fresh and exciting,” said Tripp McLaughlin, global head, 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.”