Culture » Travel

Hilton Launches Motto Lifestyle Brand

Wednesday October 24, 2018

Hilton this week announced the launch of 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.

"Hilton prides itself on being a leader in the hospitality industry and evolving with the needs of our guests," said Christopher J. Nassetta, president and CEO, Hilton. "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."

The Making of Motto

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: It's about giving travelers access to the best location - being in the heart of the city and in the most popular neighborhoods. Right neighborhoods make a difference.

  • Authenticity: What does it mean to be "here"? Locality breeds identity, community, and ultimately, a sense of place.

  • Affordability: Competitive rates that open the doors to cities and locations that travelers didn't think they could afford.

  • Flexibility: One size doesn't fit all — choice is paramount. Multi-purpose spaces are growing in popularity because of the flexibility they afford.

    "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 provide a one-of-a-kind experience," said Jon Witter, chief customer officer, Hilton. "These findings led us to create Motto by Hilton, a flexible environment that allows guests to design their stay, their way."