Hilton launches new Motto brand
Ahead of its 100th anniversary, Hilton has announced the launch of its latest affordable lifestyle brand, Motto by Hilton, with London set to be home to one of its first properties. Construction on the 100-key Motto by Hilton hotel in Marylebone is expected to begin in January 2019, with UK-based developer Dominvs Group due to complete the project in 2020.
“This will be a global brand, heavily targeting the destinations where our connected and confident travellers want to travel to the most. Hilton prides itself on being a leader in the hospitality industry and evolving with the needs of our guests,” says 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 micro-hotel concept was born after Hilton evaluated the global lifestyle hostel model and came to understand the opportunity of enhancing the shared room concept. Extensive research showed that travellers who stay in hostels 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. Continuing its evaluation of the existing market, Hilton quickly realised 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.
Jon Witter, Chief Customer Officer of Hilton, explains: “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 provide a one-of-a-kind experience. 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 be underpinned by cleverly designed and flexible spaces, technology and a quality sleep experience. Guestrooms, with an average footprint of 163ft2 or 14m2, will include space-saving features such as wall and lofted beds, segmented shower and toilet stalls, and multifunctional furniture that can be discreetly stowed when not in use.
Each guestroom will be also outfitted with Hilton’s Connected Room technology – the first mobile-centric hotel offering that enables the control of in-room features such as temperature, lighting, window coverings and the television via the Hilton Honors mobile app
The brand has placed emphasis on a quality sleep experience too; with premium mattresses, sound absorbing materials and blackout window shades to be installed throughout guestrooms. On top of that, a sleep kit with eye masks, essential oils, vitamin bars and a white noise app are also provided.
Eliminating the hassle of coordinating travel for larger groups, meanwhile, guests will have the option to book multiple connecting rooms in advance, while the brand’s split payment scheme allows bills to be divided between more than one person at the time of booking to avoid complicated checkout processes.
Phil Cordell, Global Head of New Brand Development at Hilton, adds: “The launch of Motto by Hilton emphasises our relentless commitment to creating innovative brands that meet what today’s travellers want. The unmatched flexibility of Motto offers tremendous value by empowering travellers to tailor every stay to their specific needs.”
With the aim of curating a portfolio throughout Europe, the Americas, the Middle East and Asia Pacific, Motto by Hilton has deals in various stages of development in other city destinations such as Lima, Dublin, Savannah, San Diego, Boston and Washington D.C.
Tripp McLaughlin, Global Head of Motto by Hilton, concludes: “We’ve deconstructed the traditional hospitality experience to create something truly fresh and exciting. This will be a global brand, heavily targeting the destinations where our connected and confident travellers want to travel to the most.”
