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Hilton has officially launched its new affordable lifestyle brand, Motto by Hilton, with plans to open properties in some of the world’s most popular cities.

In creating the concept for Motto by Hilton, the company evaluated the emerging lifestyle hostel model in an effort to understand the opportunity to enhance the shared room concept. Hilton’s research showed that travelers who stay in hostels, in fact, do not like rooming with strangers, but are limited by current options in the market.

“Following extensive market research that focused on consumers’ 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 Jon Witter, Hilton’s chief customer officer, in press materials. “These findings led us to create Motto by Hilton, a flexible environment that allows guests to design their stay, their way.”

To achieve this goal, the micro-hotels that will open under the Motto by Hilton brand will include guestrooms averaging 163 sq. ft. with space-saving features such as wall-beds, lofted beds, segmented shower and toilet stalls, and multi-functional furniture that can be stowed when not in use. Guests will be able to control features in the room like tempertaure, lighting, the TV, and more through the Hilton Honors mobile app, and for those traveling with a large group, multiple connecting rooms can be booked in advance and split payments are available at checkout.

“The launch of Motto by Hilton emphasizes our relentless commitment to creating innovative brands that meet what today’s travelers want,” said Phil Cordell, Hilton’s global head of new brand development, in press materials. “The unmatched flexibility of Motto offers tremendous value by empowering travelers to tailor every stay to their specific needs.”

Construction on one of the first Motto by Hilton properties is expected to start in London in January 2019 with 2020 as the targeted opening. Motto by Hilton also has deals in various stages of development in other urban destinations such as Lima, Dublin, Savannah, San Diego, Boston and Washington, D.C., to name a few. Eventually the brand’s portfolio will expand to several destinations throughout Europe, the Americas, the Middle East and Asia Pacific.

For more information, visit To read about Hilton’s expansion plans for the Caribbean and Latin America, click here.