Hilton introduces Motto, a micro-hotel brand

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Some Motto rooms will feature a wall bed that can be folded away.
Some Motto rooms will feature a wall bed that can be folded away.

Hilton has detailed plans to launch Motto by Hilton, a micro-hotel brand.

Scheduled to begin rolling out next year, the hostel-inspired concept will be focused in urban markets, with locations slated for Washington, London, New York, Boston, Nashville and Dublin, among other cities.

"Hostels have been around for a long time, especially in Europe, and provide an inexpensive place to stay that's clean, comfortable and can be used as a home base to explore and visit with friends," said Phil Cordell, global head of new brand development at Hilton. "This concept will be targeted toward people who are willing to trade in a larger room for the opportunity to explore urban areas."

Motto will play in the midscale space, with rates just below those of upper-midscale brand Hampton by Hilton. According to Cordell, one of Motto's biggest competitors will likely be Marriott's Moxy lifestyle brand. 

The average Motto room will be approximately 150 to 160 square feet. By comparison, the average room at sister midscale brand Tru by Hilton is 230 square feet, while the average Hampton room is around 340 square feet. 

In addition to standard rooms, Motto hotels will have "flex" rooms, which feature a wall bed that can be folded away, and "bunky" rooms, which offer bunk beds. All rooms will have their own private bathroom.

Motto will be well positioned to cater to groups, with guests able to connect as many as six to seven rooms.  

The brand will also offer a downstairs communal space known as the Motto Commons, intended to evoke a "Starbucks meets a cool neighborhood bar," said Cordell. In addition to coffee, Motto Commons will serve counter-service food and beverages provided by local vendors. 

Cordell said he envisions about half of Motto properties opening outside the U.S.

Motto is the 15th brand in Hilton's portfolio.

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