Lifestyle brands continue to make their mark, with Hilton launching its latest—Motto by Hilton—last month.
Motto by Hilton joins a slew of other lifestyle brands gaining traction in the market. Think IHG’s voco or AC Hotels by Marriott. But what makes the Hilton brand standout is that it takes after the emerging lifestyle hostel model. Research shows that those staying in hostels don’t like rooming with strangers, but they’re still looking for affordable room rates.
Same goes for groups on a budget that are meeting in sought-after urban destinations. Motto by Hilton will fill this niche with smaller, 163-sf rooms that offer space-saving features such as wall beds, lofted beds and multi-functional furniture. The brand will even give groups the opportunity to have multiple connecting rooms, both physically and digitally. In fact, it will feature Hilton’s Connected Room technology, one of the first mobile-centric hotel offerings that give attendees the ability to control features in their rooms via the Hilton Honors mobile app.
Motto by Hilton hotels will be located in popular neighborhoods, such as the 100-bed Motto by Hilton in Marylebone, London, which is currently on track for a 2020 opening as one of the first Hilton properties under the brand. Other urban destinations in which Motto by Hilton properties are being developed include Lima, Peru; Dublin; Savannah, Ga.; 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,” says 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.”