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Hilton Announces Innovative New Hotel Brand; ‘Motto by Hilton’ Will Deliver Affordable Style in Coveted Urban Destinations


MCLEAN, Va. – Hilton (NYSE: HLT) today 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. 
 
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