Hilton launched today Motto by Hilton, its newest affordable lifestyle brand that will empower guests by giving them the freedom to create their own experiences in the world’s most sought-after cities.

As Hilton approaches its 100th anniversary, it continues to pioneer the hospitality landscape with a new brand to address the needs and desires of the evolving global traveler.  

Christopher J. Nassetta, president and CEO, Hilton, said: “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.”

Motto by Hilton takes a fresh approach to modern travel culture. It is a micro-hotel with an urban vibe in prime global locations. Hilton evaluated the emerging lifestyle hostel model globally to understand the opportunity to enhance the shared room concept. But, extensive research showed that travelers who stay in hostels, in fact, 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.

As it evaluated the existing market, Hilton quickly understood that what these travelers wanted was an affordable urban lifestyle brand – one that combined comfort and accessibility with travel and lifestyle trends that centered around prime locations, authenticity, affordability, and flexibility.

This global brand will be made up of a carefully curated portfolio of hotels in the most desirable urban destinations throughout Europe, the Americas, the Middle East and Asia Pacific.

Motto by Hilton hotels will be located in prime neighborhoods, such as the 100-bed Motto by Hilton in Marylebone, London, which is being developed with the UK-based developer, Dominvs Group. Demolition on the site has commenced and construction will start in January 2019, targeting a 2020 opening as one of the first Motto by Hilton properties.

Motto by Hilton also has deals in various stages of development in other exciting urban destinations like: Lima, Dublin, Savannah, 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,” said 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.”