Hot on the heels of Whitbread’s new ZIP concept, Hilton’s 16th and newest brand has been unveiled as an urban microhotel concept, Motto by Hilton.

Avoiding labelling it a hostel, Hilton is marketing Motto as “the most affordable urban lifestyle brand”, with small rooms positioned “between midscale and upper midscale” in quality, lobbies will feature a “premium coffeehouse” and curated bar, but non-essential such as alarm clocks left out.

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