Hilton is launching a new brand with smaller, customizable rooms that will only appear in urban locations and have more affordable rates.
Motto by Hilton will be the McLean, Virginia.-based company’s 15th brand. With Motto’s introduction, Hilton is entering into the micro-hotel market. Independent hoteliers and big-name brands increasingly have been offering properties that have much smaller rooms offset by more vibrant and social public spaces.
The average Motto guest room will be 163 square feet, which is about half the size of a room in Hampton by Hilton. The rooms will have space-saving features such as wall-beds, bunk beds, segmented shower and toilet stalls, door-less closets and multifunctional furniture that can be stowed away.
The first Motto will be a 104-room property in the Marylebone neighborhood of London, developed by U.K.-based Dominvs Group. Construction is scheduled to begin in January with an anticipated 2020 opening.
Hilton has deals in various stages of development in cities such as Lima, Peru, Dublin, Savannah, Georgia, San Diego, Boston, and Washington, D.C. Eventually the brand will expand its footprint to the Middle East and Asia.
Tripp McLaughlin, global head of Motto by Hilton, says Hilton has an advantage over independent micro-hotel brands such as Pod, Yotel and CitizenM.
“Because we’re a global company, we don’t think anyone will be able to get to the scale that we can get to,” he says.
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