Hilton introduces Motto micro hotel brand

Hilton has detailed plans to launch Motto by Hilton, a micro-hotel

Scheduled to begin rolling out next year, the hostel-inspired
concept will be focused in urban markets, with locations slated for Washington, London, New York, Boston, Nashville and Dublin, among other cities.

“Hostels have been around for a long time, especially
in Europe, and provide an inexpensive place to stay that’s clean, comfortable
and can be used as a home base to explore and visit with friends,” said
Phil Cordell, global head of new brand development at Hilton. “This
concept will be targeted toward people who are willing to trade in a larger
room for the opportunity to explore urban areas.”

Motto will play in the midscale space, with rates just below
those of upper-midscale brand Hampton by Hilton. According to Cordell, one of
Motto’s biggest competitors will likely be Marriott’s Moxy lifestyle brand. 

The average Motto room will be approximately 150 to 160
square feet. By comparison, the average room at sister midscale brand Tru by
Hilton is 230 square feet, while the average Hampton room is around 340 square

In addition to standard rooms, Motto hotels will have “flex”
rooms, which feature a wall bed that can be folded away, and “bunky”
rooms, which offer bunk beds. All rooms will have their own private bathroom.

Motto will be well positioned to cater to groups, with
guests able to connect as many as six to seven rooms.  

The brand will also offer a downstairs communal space known
as the Motto Commons, intended to evoke a “Starbucks meets a cool
neighborhood bar,” said Cordell. In addition to coffee, Motto Commons will
serve counter-service food and beverages provided by local vendors. 

Cordell said he envisions Motto as a 1,000-hotel brand, with
about half of the properties located outside the U.S.

Motto is the 15th brand in Hilton’s portfolio.


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