Hilton announced a new brand last week. Motto by Hilton is a budget-friendly lifestyle brand with properties in urban centers. The micro-hotel delivers prime locations, an authentic local experience, competitive rates and flexibility.

“Hilton prides itself on being a leader in the hospitality industry and evolving with the needs of our guests,” said Christopher 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.”

“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,” added 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.”

Each guestroom features space-saving design facets, such as wall-beds, lofted beds and multifunctional furniture. Each guestroom is an average 163 square feet. Linked rooms for larger groups are available, as are split payments. An emphasis on the sleep experience results in a sleep kit for each guest (with eye masks, essential oils or vitamin bars), blackout shades and a white noise app.

The first property is slated for Marylebone, London, opening in 2020 with 100 guestrooms. Other destinations in the pipeline include Lima, Dublin, San Diego and Boston.

“We’ve deconstructed the traditional hospitality experience to create something truly fresh and exciting,” said Tripp McLaughlin, global head, Motto by Hilton. “This will be a global brand, heavily targeting the destinations where our connected and confident travelers want to travel to the most.”