Established
2018
Franchise Units
20
Minimum Investment
$20,000,000
Franchise Fee
$75,000
Total Investment Range
$60,000,000
Home Based
No
Description
Motto by Hilton is a modern, lifestyle-driven hotel brand created for dense urban markets and experience-focused travelers. Backed by Hilton’s global hospitality expertise, the brand combines smart design, efficient room layouts, and strong local character to deliver a boutique-style stay with the reliability of an internationally recognized hotel system.
Positioned as a micro-hotel concept with premium finishes, Motto by Hilton caters to today’s urban explorers—business travelers, leisure guests, and digital nomads who value prime location, design, and community spaces over oversized rooms. The concept emphasizes compact yet functional guestrooms, flexible social areas, locally inspired food and beverage offerings, and seamless digital guest experiences.
For investors and developers, Motto by Hilton offers a strategic opportunity to enter high-demand urban hospitality markets with lower per-key development costs compared to traditional full-service hotels. Supported by a powerful reservation engine, loyalty ecosystem, and brand standards, Motto is well suited for urban infill projects, adaptive reuse developments, and mixed-use properties across the United States.
Why Invest in This Franchise?
Investing in a Motto by Hilton franchise allows owners to capitalize on evolving travel trends while leveraging a proven global hospitality platform.
Key reasons investors choose this brand include:
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Strong global brand recognition and consumer trust
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Designed specifically for high-density urban locations
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Efficient room footprints that reduce construction and operating costs
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Consistent demand driven by prime city-center locations
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Access to a large, loyal customer base through an established rewards ecosystem
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Scalable model for multi-unit developers and portfolio investors
Background
Brand Name: Motto by Hilton
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Industry Category: Boutique & Lifestyle Hotel / Urban Hospitality
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Established Year: 2018
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Franchise Active Units: 20+ operating hotels in the USA, with additional locations in development
Brand Journey & Company History
The brand was introduced to meet rising demand for affordable, design-forward hotels in prime urban areas. Hilton identified a growing segment of travelers seeking authentic, locally connected stays without sacrificing quality or brand reliability.
Since its launch, Motto by Hilton has expanded steadily across major U.S. metropolitan markets. Development is typically led by experienced hotel owners and real estate developers, ensuring strong execution, brand consistency, and long-term asset value. The brand fits particularly well into downtown cores, entertainment districts, and transit-oriented developments.
Support Training
Motto by Hilton franchisees receive comprehensive support throughout the development and operational lifecycle.
Pre-Launch & Development Support
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Site selection guidance and market feasibility analysis
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Architectural standards and design optimization
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Construction planning and brand compliance reviews
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Access to approved suppliers and procurement programs
Training & Operational Support
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Pre-opening training for management and staff
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On-site opening assistance
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Detailed operational manuals and service standards
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Revenue management and pricing strategy support
Marketing & Sales Support
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National and global brand marketing campaigns
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Centralized reservations and distribution systems
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Loyalty-driven bookings and repeat customer traffic
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Digital marketing and brand-level promotional initiatives
Ongoing Support
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Dedicated franchise support teams
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Performance benchmarking and operational audits
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Continuous education and leadership training
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Ongoing brand innovation and guest experience upgrades
Ideal Candidate
Motto by Hilton is best suited for investors and developers with experience in hospitality or commercial real estate.
Ideal franchisees typically include:
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Multi-unit hotel owners or real estate developers
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Institutional investors and hospitality groups
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Entrepreneurs with strong financial resources and asset management expertise
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Developers pursuing urban infill or adaptive reuse projects
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Owners with access to premium downtown or city-center locations
A long-term investment mindset, attention to design and guest experience, and commitment to brand standards are essential for success.
Financial Detail
| Cost Component | Estimated Amount (USD) |
|---|---|
| Total Investment Required | $25 million – $60 million |
| Minimum Investment | $20 million+ |
| Franchise Fee | ~$75,000 |
| Development Cost (Per Key) | $250,000 – $400,000 |
| Infrastructure & Construction | Location and project dependent |
| Pre-Opening & Marketing Budget | $300,000 – $750,000 |
| Working Capital | $500,000 – $1 million |
| Royalty Fees | Approximately 5% of gross room revenue |
| Marketing / Ad Fund | Approximately 4% |
| Expected ROI | Long-term asset appreciation with stable cash flow |
| Break-Even Time | Typically 4–6 years |
| Revenue Streams | Room revenue, food & beverage, partnerships, events |