Hilton announces innovative new hotel brand ‘Motto by Hilton’

Hilton announced the launch of Motto by Hilton, its newest affordable lifestyle brand on October 23. As Hilton approaches its 100th anniversary, it continues to pioneer the hospitality landscape with a new brand to address the needs and desires of the evolving global traveler.

“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, 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.”

The Making of Motto

Motto by Hilton takes a fresh approach to modern travel culture. It is a micro-hotel with an urban vibe in prime global locations.

Hilton evaluated the emerging lifestyle hostel model globally to understand the opportunity to enhance the shared room concept. But, extensive research showed that travelers who stay in hostels, in fact, do not like rooming with strangers and often book just with their friends or family. They want more from their hostel experience but are limited by current options in the market.

As it evaluated the existing market, Hilton quickly understood that what these travelers wanted was an affordable urban lifestyle brand—one that combined comfort and accessibility with travel and lifestyle trends that centered around:

  • Prime Locations: It’s about giving travelers access to the best location - being in the heart of the city and in the most popular neighborhoods. Right neighborhoods make a difference.
  • 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 that travelers didn’t think they could afford.
  • Flexibility: One size doesn’t fit all—choice is paramount. Multi-purpose spaces are growing in popularity because of the flexibility they afford.

“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,” said 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 Motto Way

Motto by Hilton hotels around the world will show off their flexibility through spaces that have been cleverly designed, technology that makes traveling seamless and a standout sleep experience that makes recharging easier than ever.

While Motto by Hilton prices will vary by market, each property will offer competitive rates that will make it a viable option for travelers who typically stay with friends or family or seek out temporary housing options when traveling to urban markets.

Motto on the Move

This global brand will be made up of a carefully curated portfolio of hotels in the most desirable urban destinations throughout Europe, the Americas, the Middle East and Asia Pacific.

Motto by Hilton hotels will be located in prime neighborhoods, such as the 100-bed Motto by Hilton in Marylebone, London, which is being developed with the UK-based developer, Dominvs Group. Demolition on the site has commenced and construction will start in January 2019, targeting a 2020 opening as one of the first Motto by Hilton properties.

Motto by Hilton also has deals in various stages of development in other exciting urban destinations like: Lima, Dublin, Savannah, San Diego, Boston and Washington, D.C., – to name a few.

“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.”

For more information, visit www.mottobyhilton.com.