Hilton is aiming to attract younger, more cost-conscious travellers with a new affordable ‘lifestyle’ hotel brand, the first of which will open in London’s Marylebone.
Motto by Hilton is inspired by hostel-style accommodation, but with individual rooms.
The average room size will be just 14 square meters, but they will come with a range of space-saving innovations such as wall-beds and loft beds, segmented showers and toilets and furniture that can be stowed.
"We’ve deconstructed the traditional hospitality experience to create something fresh and exciting," said Tripp McLaughlin, global head of Motto by Hilton.
The 100-bed Motto by Hilton in Marylebone is scheduled to open in 2020.
While Hilton has not disclosed room rates for Motto, it said they would be affordable for cost-conscious travellers.
Deals have also been agreed for Motto by Hilton hotels in Savannah, San Diego, Boston and Washington D.C.
Motto will be part of the Hilton Honors guest loyalty programme.
