Motto by Hilton - a new lifestyle brand by Hilton

October 28, 2018

Hilton Hotels Corporation has announced the launch of a series of urban micro-hotels under the new brand Motto by Hilton. It aims to provide guests with the freedom to create their own experiences in the world's most popular cities, offering affordable and less traditional accommodations, and above all, an innovative approach to hospitality with services tailored to guests' needs.

"Hilton prides itself on being a leader in the hospitality industry and evolving with the needs of our guests," said Christopher J. Nassetta, President and CEO of Hilton. "Innovation is in our DNA, and as we begin our 100th year as a company, we're introducing innovations more frequently than ever. With Motto by Hilton, we're bringing something to market that the industry has never seen before - a flexible and affordable hotel product, desirable locations, and services that are accessible to guests."

Hilton evaluated the model of the emerging worldwide lifestyle hostel to understand the possibility of improving the shared room concept. However, extensive research showed that travelers staying in hostels actually don't enjoy staying with strangers and often only book with their friends or family. They want more of that hostel experience but are limited by the current options in the market.

Analyzing the existing conditions, Hilton understood that what these travelers want is an affordable lifestyle brand that combines comfort and accessibility with travel and lifestyle trends, focusing on:

Prime location: It's about providing travelers with access to the best locations - being in the heart of the city and in the most popular neighborhoods.
Authenticity: What does it mean to be "here"? Locality breeds identity, community, and ultimately a sense of place.
Affordability: Competitive rates that open the doors to cities and locations travelers couldn't afford before.
Flexibility: One size doesn't fit all - choice is key. Multifunctional spaces are gaining popularity due to the flexibility they afford.

To meet these requirements, Motto by Hilton will include:

Guest rooms with an average size of 163 square meters, incorporating space-saving features such as wall-mounted or closet-folding beds, bunk beds, segmented shower cabins, and multifunctional furniture that can be discreetly stored when not in use.
Room combining options: Eliminating the hassle of coordinating travel in larger groups because Motto by Hilton will offer the ability to pre-book multiple connecting rooms to accommodate several people.
Split-payment: Allowing guests to split payments among more than one person at the time of booking, avoiding complicated math during the trip.
Connected Room technology: Allowing mobile control of room functions such as temperature, lighting, television, window shades, etc.
Sleep Guardian: Motto by Hilton hotels prioritize sleep comfort, providing premium-class mattresses, sleep kits with eye masks, essential oils, or vitamin bars, blackout curtains, and sound-absorbing materials throughout the room.
The lobby, named Motto Commons, will function as a café during the day serving food and drinks from local suppliers. At night, it will transform into a bar. Other public spaces will draw inspiration from the neighborhood and city; for example, one property may feature a whiskey lounge with seating for 200 people, while another may have a rooftop taco bar.

The first Motto by Hilton is set to open in 2020 in Marylebone, London. It will have 100 rooms, with construction beginning in January 2019. Locations in Lima, Dublin, New York, Dallas, San Diego, and Boston are already planned, but eventually, Motto will be found in major cities across Europe, the Americas, the Middle East, and the Asia-Pacific region.

Source: Hilton Hotels

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Motto by Hilton - a new lifestyle brand by Hilton

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