Hilton, a Virginia-based hotel company, has launched its 15th hotel brand Motto to provide customised rooms at more affordable rates in urban destinations throughout Europe, the Americas, the Middle East and Asia Pacific.

One of the first Motto by Hilton properties to open is a 100-bed hotel at Marylebone neighborhood of London. It is being developed by UK-based Dominvs Group. Currently demolition on this location has commenced and construction will begin in January 2019. The hotel is scheduled to open in 2020.

The new micro-hotel brand also has deals in several stages of development in urban destinations such as Dublin, Savannah, Lima, Boston, Washington, D.C and San Diego.

Motto by Hilton global head Tripp McLaughlin said: “We’ve deconstructed the traditional hospitality experience to create something truly fresh and exciting.

“This will be a global brand, heavily targeting the destinations where our connected and confident travelers want to travel to the most.”

The guest rooms under this brand will have an average footprint of 163ft2 with space-saving features such as lofted beds, segmented shower and toilet stalls, wall-beds, and multi-functional furniture that can be stowed discreetly when not in use.

It will also offer the facility of making split-payments between more than one person at the time of booking.

All the rooms will be equipped with Hilton’s Connected Room technology, which will allow guests to control features in their room such as temperature, lighting, TV, window coverings, etc., through Hilton Honors mobile app.

The rooms will also have a premium mattress, a sleep kit with eye masks, essential oils or vitamin bars, a white noise app, blackout window shades, and sound absorbing materials.