Hilton has announced ‘Motto by Hilton’, a new affordable lifestyle micro-hotel brand.

“Innovation is in our DNA, and as we embark on our 100th year as a company, we are innovating more than ever before,” said Christopher J. Nassetta, president and CEO, Hilton.

“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 idea started when Hilton looked into building a lifestyle-type hostel brand and through its research found that travellers’ biggest problem with hostels was staying with strangers. Motto by Hilton is designed instead as an affordable lifestyle brand that combines comfort and accessibility with travel and lifestyle trends.

It aims to establish itself in the biggest tourist destinations in the world, at an affordable rate with flexible rooms and multi-purpose spaces.