Motto by Hilton is the newest Hilton Hotels brand. The Hilton company is almost 100 years old and is seeking new ways to diversify its brand in an effort to reach a broader traveling audience.

“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 properties that will be part of Motto are micro-hotels with an urban vibe in prime global locations.

Hilton came up with the Motto brand while looking at getting into the thriving hostel market. The hotelier wanted to find a new opportunity in the shared room concept of the hostel industry. The research they conducted came back with one thing: even though people liked staying at hostels they hated sharing rooms with strangers. Hostel-goers typically stay with a large group of family or friends. Hilton then focused in on the other key factors on why people choose hostels.

1. Prime Locations: Travelers like being in the heart of the city and in the most popular neighborhoods.
2. Authenticity: What does it mean to be “here”? Locality breeds identity, community, and ultimately, a sense of place (a philosophy we also promote here at No Kids, Will Travel).
3. Affordability: The rates are lower and when that is combined with the location it becomes a hard opportunity to pass up.
4. Flexibility: One size doesn’t fit all, so creating a multi-purpose space is extremely important in attracting this kind of customer.

“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, 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.”

We haven’t seen or stayed at a Motto and aren’t what you consider the hosteling travelers.  I didn’t even stay at hostels as a young person. But, we are intrigued by the possibility of blending the hostel experience with the privacy and quality standards of a hotel.