Another new brand from Hilton ready to drop

Motto by Hilton Atlanta Old Fourth Ward Room
The Motto by Hilton Atlanta Old Fourth Ward Room, which broke ground this past November, is one of Hilton's newest brands. Photo credit: HBA Atlanta

Word has it that before the first January of the new decade is done, the lodging industry can expect to see another lifestyle brand from Hilton, which would give the global megachain its 18th product offering.

Indications are the brand—possible names floating around include Pace, Rhythm, Pulse—is out to attract the demographic/psychographic the majority of hotel companies are continuing to define and target: modern travelers bent on enjoying themselves whether working or relaxing, all within the confines of a hotel experience that is at once comfortable and stimulating.

The brand may emerge from under wraps by mid-January, ahead of the annual Americas Lodging Investment Summit, where significant brand news—and launches—often occur.  

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Sources close to the situation confirmed the project is a go.

The emergence of another Hilton brand comes as no particular surprise except, perhaps, for the relative rapidity of its deployment. This past summer, Hilton President/CEO Christopher Nassetta told analysts on a Q2 earnings call near the end of July the company planned to launch two more brands within as many years, the first coming to fruition within six months, which would put a January brand launch right on target.

Within the past 16 months, Hilton has launched—some would say relaunched—luxury-level LXR Hotels & Resorts, a 15-year-old brand originally conceived by Blackstone Group to reposition a portfolio of hotels acquired during a buyout of Wyndham International in 2005.

In October 2018, Hilton debuted Motto, which straddles the microhotel and hostel models, touting a cost-efficient brand that would appeal to owners and developers eager to save on operating costs. The first property broke ground this past November in Atlanta, coming out of the ground via Lucror Resources and Sixty West. The 146-room hotel is slated to open in 2021as part of an $80 million, mixed-use development. Six additional Motto by Hilton hotels, including one in Peru, are in the pipeline via various owners/developers, with openings expected out to 2022.

Then earlier this year, it added Signia Hilton, which is focused on meetings and events, to its suite of brands. In explaining the launch at the time, Nassetta said the company felt there was a gap “in the upper end of the meetings and events space” that Signia would be able to fill.

Other company brands are Canopy by Hilton, Conrad Hotels & Resorts, Curio-A Collection by HIlton, DoubleTree by Hilton, Embassy Suites by HIlton, Hampton by Hilton, Hilton Garden Inn, Hilton Grand Vacations, Hilton Hotels & Resorts, Home2 Suites by Hilton, Homewood Suites by Hilton, LXR Hotels & Resorts, Tapestry Collection by Hilton, Tru by Hilton and Waldorf Astoria Hotels & Resorts.


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