Hilton Hotels Launches Boutique-Inspired Brand Called Motto
By Sharelle Burt
Hilton Hotels is launching a new lifestyle brand to promote freedom in guest experiences.
Named “Motto By Hilton,” the hotel chain describes it as “a micro-hotel with an urban vibe in prime global locations.” It’s akin to what trendy hostels are doing now.
Taking a boutique-inspired approach, travelers should efficient but smaller and standardized rooms featuring space-savers like wall-beds, lofted beds, segmented showers, and toilet stalls. Classy. It’s also giving travelers the option to create a hostel-like vibe — especially if you’re traveling with a group. With research, Hilton understood that travelers wanted a more urban lifestyle, combining comfort and conformability.
“Following extensive market research that focused on consumer needs and wants, we discovered the opportunity for a brand that offers travelers a trifecta of centrally located, reasonably priced and less traditional lodging that provides a one-of-a-kind experience,” said Hilton’s Chief Customer Officer, Jon Witter in a press release.
Motto rooms give guests the option to book linked rooms in advance without a limit. It also gives travelers in large groups access to splitting payments at the time of booking. Major brownie points. Motto will also be the first mobile-centric hotel using Connected Room technology, giving guests the ability to control room features like temperature, television, and lighting using the Hilton Honors app.
“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,” said Hilton President and CEO, Christopher J. Nassetta.
As for the rest of the hotel, visitors can still expect the basics like a bar in the lobby, coffee in the morning and small plates of breakfast and Hilton Honors members can earn 10 base points per dollar spent at Motto properties.
Targeting 2020 for the first Motto opening, Hilton has development deals in numerous urban areas both international and domestic like San Diego, Lima, Savannah, Dublin, and Washington, D.C.