{"id":1004274578,"date":"2018-10-25T04:50:16","date_gmt":"2018-10-25T12:50:16","guid":{"rendered":"https:\/\/www.commercialsearch.com\/news\/?p=1004274578"},"modified":"2022-12-09T01:22:52","modified_gmt":"2022-12-09T09:22:52","slug":"hilton-introduces-new-micro-hotel-brand","status":"publish","type":"post","link":"https:\/\/www.commercialsearch.com\/news\/hilton-introduces-new-micro-hotel-brand\/","title":{"rendered":"Hilton Launches Micro-Hotel Brand"},"content":{"rendered":"

By Barbra Murray<\/em><\/p>\n

Hilton makes a move to court today\u2019s incarnation of the global traveler with the introduction of its Motto by Hilton brand. The new micro-hotel, a nod to the most desirable elements of the contemporary hostel concept, joins the company\u2019s portfolio of affordable lifestyle properties.<\/p>\n

\u201cWe\u2019ve deconstructed the traditional hospitality experience to create something truly fresh and exciting,\u201d<\/em> Tripp McLaughlin, global head of Motto by Hilton, said in a prepared statement.<\/p>\n

Hilton conducted research on the lodging industry and found a gap in options for travelers seeking, in a nutshell, flexible and modestly priced accommodations at authentic properties in coveted urban locations. Motto properties will turn the \u201cone size fits all\u201d model of the traditional hotel on its head with such offerings as multi-purpose guestrooms incorporating space-saving features; easily-coordinated connecting rooms to create a house-like environment; and adaptable spaces and split payments for multiple occupants. Other features designed to create a more familial or group setting include lofted beds, segmented shower and toilet stalls and multi-functional furniture.<\/p>\n

\u201cWe think we can do it better than anything out there and we can do it exactly the way the customer wants it and create more organic growth without having to buy growth,\u201d<\/em> Christopher Nassetta, president & CEO of Hilton, said during the company\u2019s third quarter 2018 earnings conference call on October 24.<\/p>\n

Hilton is laying the groundwork to open its first Motto properties by approaching its pool of existing owners, many of whom were involved in the process of creating the new flag. Current deals in the works will yield new Motto hotels in New York City, London, Washington, D.C., and Tokyo. Hilton expects to ultimately grow the Motto portfolio to several hundred locations. <\/p>\n

Brand-launch bonanza<\/strong><\/h2>\n

Motto increases Hilton\u2019s brand portfolio to 15 and marks the company\u2019s fifth brand launch in the last four years. In 2014, Hilton introduced Curio \u2013 A Collection by Hilton<\/a> and Canopy by Hilton<\/a>. Tru by Hilton<\/a> and Tapestry Collection by Hilton<\/a> followed in 2016 and 2017, respectively.<\/p>\n

\u201cWe’re always talking to customers and doing focus groups as we design these brands and figure out how to make them tick the right way so that they’ll appeal to customers,\u201d<\/em> Nassetta said during the earnings call. \u201cBut we’re also working very closely with owners to make sure that we’re engineering the cost to build and the cost to operate in a way that they’ll deliver returns that work for owners. Otherwise, we’ll have a great thing for our customer, but we’ll have no hotels for the customer to stay in.\u201d<\/em><\/p>\n

Images courtesy of Hilton<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

The modestly priced lodging destinations will provide visitors with adaptable guestrooms and amenities to create a customized experience in top urban destinations. <\/p>\n","protected":false},"author":969,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[21808,21751,23891,21742],"tags":[33362,32805],"class_list":["post-1004274578","post","type-post","status-publish","format-standard","hentry","category-featured","category-hotel","category-national","category-latest","tag-christopher-nassetta","tag-hilton"],"acf":[],"yoast_head":"\nHilton Launches Micro-Hotel Brand - Commercial Property Executive<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.commercialsearch.com\/news\/hilton-introduces-new-micro-hotel-brand\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Hilton Launches Micro-Hotel Brand\" \/>\n<meta property=\"og:description\" content=\"The modestly priced lodging destinations will provide visitors with adaptable guestrooms and amenities to create a customized experience in top urban destinations.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.commercialsearch.com\/news\/hilton-introduces-new-micro-hotel-brand\/\" \/>\n<meta property=\"og:site_name\" content=\"Commercial Property Executive\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/CPExecutive\" \/>\n<meta property=\"article:published_time\" content=\"2018-10-25T12:50:16+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2022-12-09T09:22:52+00:00\" \/>\n<meta name=\"author\" content=\"Barbra Murray\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@cpexecutive\" \/>\n<meta name=\"twitter:site\" content=\"@cpexecutive\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.commercialsearch.com\/news\/hilton-introduces-new-micro-hotel-brand\/\",\"url\":\"https:\/\/www.commercialsearch.com\/news\/hilton-introduces-new-micro-hotel-brand\/\",\"name\":\"Hilton Launches Micro-Hotel Brand - 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