Hilton has launched its latest "affordable urban lifestyle" brand Motto, with London set to be the home of one of the first properties.
Construction on the first 100-bedroom Motto in Marylebone is set to begin in January 2019, with UK-based developer Dominvs Group due to complete the hotel in 2020.
Hilton's 15th brand, Motto will target "prime cities", and the "micro-hotels" will provide multi-functional, customisable room designs. The concept has emerged to meet the needs of friends and family groups wanting more from the hostel market.
Price will "vary by markets" and guest rooms will be, on average, 163 sq ft. Rooms will feature wall beds, lofted beds and multi-functional furniture that can be stowed when not in use.
For larger groups, Motto by Hilton hotels will also have the option for guests to book multiple connecting rooms in advance and split payments at the time of booking between multiple people.
All Motto rooms will also feature Hilton's Connected Room technology, allowing guests to control features in their room such as temperature, lighting, TV and window coverings from the Hilton Honors mobile app.
Deals are also in various stages of development for properties in Lima, Peru; Dublin, Ireland; and Savannah, San Diego, Boston and Washington DC in the US.
Christopher J Nassetta, president and chief executive of Hilton, said: "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."
Jon Witter, chief customer officer at Hilton, said: "Following extensive market research that focused on consumers' needs and wants, we discovered the opportunity for a brand that offers travellers a trifecta of centrally located, reasonably priced and less traditional lodging that provide a one-of-a-kind experience. These findings led us to create Motto by Hilton, a flexible environment that allows guests to design their stay, their way."
Phil Cordell, global head of new brand development at Hilton, added: "The unmatched flexibility of Motto offers tremendous value by empowering travellers to tailor every stay to their specific needs."
Tripp McLaughlin, global head of Motto by Hilton, added: "This will be a global brand, heavily targeting the destinations where our connected and confident travellers want to travel to the most."
Hilton has 15 brands comprising more than 5,400 properties with nearly 880,000 rooms, in 106 countries and territories.