Hilton launches Motto budget lifestyle brand

George Sell George Sell Uploaded 23 October 2018

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US: Hilton has announced the launch of Motto by Hilton, an “affordable urban lifestyle brand”.

Hilton says the brand "will empower guests by giving them the freedom to create their own experiences in the world's most sought-after cities". It says it evaluated the emerging lifestyle hostel model globally to understand the opportunity to enhance the shared room concept. But, extensive research showed that travellers 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 travellers wanted was an affordable urban lifestyle brand - one that combined comfort and accessibility with travel and lifestyle trends that centred around prime locations, authenticity, affordability and flexibility.
 
"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."
 
Motto by Hilton hotels will feature "spaces that have been cleverly designed, technology that makes traveling seamless and a standout sleep experience that makes recharging easier than ever".
 
Guest rooms will have an average footprint of 163 square feet or 14 square metres, and will include space-saving features such as wall-beds, lofted beds, segmented shower and toilet stalls, and multi-functional furniture that can be discreetly stowed when not in use. All Motto by Hilton rooms will be outfitted with Hilton's Connected Room technology - the first mobile-centric hotel offering that allows guests to control features in their room (temperature, lighting, TV, window coverings, etc.) from their Hilton Honors mobile app.

"The launch of Motto by Hilton emphasises our relentless commitment to creating innovative brands that meet what today's travellers want," said Phil Cordell, global head of new brand development, Hilton. "The unmatched flexibility of Motto offers tremendous value by empowering travellers to tailor every stay to their specific needs."
 
The brand will open hotels "in the most desirable urban destinations throughout Europe, the Americas, the Middle East and Asia Pacific".
 
One of the first properties will be the 100-bed Motto by Hilton in Marylebone, London, which is being developed with UK developer, Dominvs Group. Demolition on the site has commenced and construction will start in January 2019, targeting a 2020 opening.
 
Motto by Hilton also has deals in various stages of development for properties in Lima, Dublin, Savannah, San Diego, Boston and Washington, D.C.
 
"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 travellers want to travel to the most."

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