By the Caribbean Journal staff

Hilton has debuted another new brand, looking to ramp up its presence in urban areas.

It’s called Motto by Hilton, and the new “affordable lifestyle” brand will feature “micro-hotel” design in “prime global locations,” according to the company.

That will include the Americas, the company said, although it’s not yet clear if that will include the Caribbean region.

“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.” 

Rooms will be small, with an average of 163 square feet, with innovations like the option of splitting payments between travelers, along with a mobile app to control everything from the television to the temperature of the room.

“The launch of Motto by Hilton emphasizes our relentless commitment to creating innovative brands that meet what today’s travelers want,” said Phil Cordell, global head of new brand development at Hilton. “The unmatched flexibility of Motto offers tremendous value by empowering travelers to tailor every stay to their specific needs.” 

While it’s not explicitly a millennial-focused brand, the hip, urban concept is clearly targeting a younger demographic, one that Marriott is also going after with its recent launch of the Moxy brand.

That brand is planning Caribbean locations.

— CJ