Hilton has announced the signing of the first U.S. location for its urban lifestyle brand, Motto. Launched last year, Motto is designed as a compact, efficient hotel concept that emphasizes micro-guestrooms, coveted city locations and streamlined operations.
The new Motto by Hilton Atlanta Old Fourth Ward will be part of an $80 million mixed-use development that also features dining, retail and residential components. Situated in Atlanta’s Old Fourth Ward neighborhood—an area known for its cultural landmarks such as Martin Luther King Jr.’s childhood home and the Jimmy Carter Library and Museum—the project benefits from the neighborhood’s lively nightlife, public art and vibrant local markets.
“The Old Fourth Ward neighborhood of Atlanta is rooted in culture and history and is an exciting market to introduce Motto by Hilton,” said Tripp McLaughlin, global brand head, Motto by Hilton. “One of our brand pillars is ‘inviting and local’; Motto invites guests and locals in through an authentic and social atmosphere with thoughtful design that uniquely weaves into the fabric of a neighborhood, and this project aligns perfectly with our vision.”
Plans for the Atlanta hotel call for 125 guestrooms averaging about 163 square feet. The compact rooms incorporate space-saving elements such as wall beds, lofted beds and multipurpose furnishings to maximize functionality. Many guestrooms will connect, making the property suitable for traveling groups. Connected Room technology will let guests control the TV, window coverings, lighting, temperature and other in-room features through the Hilton Honors app. Shared areas are designed to support both work and socializing, and will include coffee service and a bar.
By combining a small-footprint guestroom model with modern technology and thoughtful public spaces, Motto aims to deliver a city-focused hospitality option that appeals to both locals and travelers seeking efficient, sociable accommodations in prime urban neighborhoods.