Hilton today (October 23) announced the launch of the newest affordable lifestyle brand in its portfolio – Motto By Hilton.
As the group approaches its 100th anniversary, the new brand continues to pioneer the hospitality landscape, by empowering guests to create their own experiences in the world’s most sought-after cities.
The micro-hotel with an urban vibe concept is based on the emerging lifestyle hostel model, and was created after detailed research into this modern travel culture. This research indicated that travellers who stay in hostels do not like rooming with strangers, and often book with family or friends. “Following extensive market research that focused on consumers’ needs and wants, we discovered the opportunity for a brand that offers travellers a trifecta of centrally located, reasonably priced and less-traditional lodging that provides a one-of-a-kind experience,” said Jon Witter, Chief Customer Officer of Hilton. “These findings led us to create Motto by Hilton, a flexible environment that allows guests to design their stay, their way.”
What do these travellers want?
According to Hilton, they want an affordable urban lifestyle brand – one that combines comfort and accessibility with travel and lifestyle trends that centre around:
- Prime location: access to the best location – usually the heart of the city – in the most popular neighbourhoods.
- Authenticity: Identifying with the local culture and community.
- Affordability: Competitive rates that open up cities and locations that travellers may not otherwise be able to afford.
- Flexibility: Multi-purpose spaces.
How Motto differs from the standard offering
- Guest rooms are space-efficient with 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.
- There is an option to book multiple-connecting rooms in advance.
- Connected Room technology will allow guests to control various functions within their rooms, from temperature and lighting, to TV and window coverings, directly from mobile phone via the Hilton Hhonors mobile app.
- Motto puts an emphasis on a curated sleep experience, such as a premium mattress; Sleep Kit with eye masks, essential oils or vitamin bars; white noise app; blackout window shades; or sound absorbing materials throughout the room.
The global brand will be made up of a curated portfolio of hotels targeting the most desirable urban destinations around the world, says a spokesperson from Motto. “At this stage, Motto is not ruling out any market – the key driver will be targeting the cities where the connected and confident traveller wants to be.”
The first property is scheduled to be opened in 2020 in London, with construction starting in January 2019.
