Brand Narrative 1.

© 2018 Hilton Confidential and Proprietary

“DON’T JUST VISIT
A C I T Y. C O N N E C T
T O I T .”
 Our MOTTO.
Motto is a new micro-hotel brand with an urban vibe in prime global
locations. Using Hilton’s global reach and reputation, we’re
approaching modern travel in a way that feels familiar—yet entirely
like nothing before.

Flexible. Inviting. These are the principles we live by. We’ve

deconstructed the traditional hospitality experience to give you
something more: more options, more freedom, more you.

We’re not just a hotel—we’re a hub, designed to spark those

connections (both online and IRL) that matter most. A beacon, for
today’s modern—and mobile—community.

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 Five Steps to MOTTO
As our guests vary, so will their Motto experiences.
But the following ideas remain foundational.

1. Create A Commons: 2. The Amazing Flexible Room: 3. The Ultimate Sleep Experience:
A community hub for travellers and locals, for Our rooms are small but mightily efficient. Got a Top-notch mattresses, blackout shades
work and for play (and coffee and drinks). group? Adjacent rooms can link up to create and sound-absorbing materials deliver
more space. guests to the land of nod.

4. Dine Like—And With—The Locals: 5. Happy Hosts To The Place We Love:

Embedded in the community, our beverage We embrace the role of host by creating a
and food program offers flexibility and comfortable home base for both guests and locals.
options from day to night.

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 Checking our FACTS
It’s not just a different approach—it’s an entirely different way of doing
things from the ground up. What makes a good experience a great one?
Well, it comes down to the details and we have done our research to
ensure we are delivering on the needs and wants of today’s traveller.

Wellness: More than ever before, we Lobby Commons: One size doesn’t fit
understand that health = happiness all—that’s why flexible, multi-purpose
(and vice versa). spaces are growing in popularity.

Environmentally Conscious: Big talk Local Influence: What does it

must lead to big impact. Consumers mean to be “here”? For our guests,
choose brands aligned with their own a sense of place breeds identity
values and beliefs. and community.

Unplugging: “Screen fatigue” is a real Partnerships: A logo isn’t enough. Brand

thing—and we have it bad. Real, collaborations should feel meaningful, and
authentic interactions beat scrolling. true to our audience.

Smart Technology: Blended Collaborative Consumption: It’s always

seamlessly in our daily lives, better when we’re together. No wonder
technology can empower us. community plays a huge role in how we
experience life.

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 Meet the
MOTTO GUEST
You know the type—because you are the type. Connected, conscious,
confident. Constant explorers, our visitors are the ones you’d ask for
travel advice, whether about a great local bar or a must-see festival.

• Ever the adventurers, our guests plan trips to new places often,
choosing off-the-beaten-path experiences.
• They look for spontaneous moments and shareable memories, whether
traveling for work or play. Often with friends, they seek out affordable
group-stay options.
• For our visitors, experience is everything. They make smart tradeoffs for
amazing food, authentic local culture, and stories to tell.

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© 2018 Hilton Confidential and Proprietary
 DESIGN Principles
We’ve thought of how to make your stay exactly how you want it, right down to the last detail. It’s definitely the
inside that counts, but it doesn’t hurt if it looks good too. Smart and beautiful, in every way.

CO M FO R TA B L E CLEVER
& FA M I L I A R & CRAFTED
CONNECTED
& CONFIDENT

INVITING & T H E S PAC E LOCAL &

INCLUSIVE BETWEEN (MA) CU R AT E D

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© 2018 Hilton Confidential and Proprietary
“FOR WORK ,
F O R P L AY,
FO R E V E RYO N E ”
 MOTTO Commons
Introducing our pride and joy: Motto Commons. This is what we are calling our public areas - one part work
space, one part cafe, one part bar, one part…. Well, whatever you need it to be. We’re flexible.

• Make yourself comfortable. Sprawl on a

lounge chair or perch on a bar stool—
whatever suits you.

• Stay connected. We’ve got plenty of wall

plugs and USB ports, so you’ll never lose your
charge (or your cool).

• Eat and drink like the locals. On your own

schedule—any time of the day.

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 COMMONS Kit of Inspirations
The Motto Commons is the ever-evolving hub at the center of it all. Comfortable, multi-functional and dynamic, it’s a place to grab a coffee,
drink or desk for a day of work. A shared seating space that serves the coffee house, bar and reception area equally. What else makes Motto
Commons special? These key parts can be configured in any which way, so whether Check-In happens separately or at the bar or cafe, the
choice is yours. Incorporate all core elements (separately or together) and add further features (rooftop bar, coffee window to exterior, whiskey
lounge) to make your Motto truly unique.

A R R I VA L CHECK IN S E AT I N G COFFEE EXPERIENCE BAR

Step off your flight and into
your new home base. You’ll
be greeted by natural light,
local greenery, and the
fragrant lure of our in-house
coffee shop.
Nothing fancy here, just a Whether solo or social, you’ll Connect to the community Start your night. End your
super-efficient, well find a spot to lounge, work, with a boutique-feeling night. Drop in for minute, or
thought-out experience. or cuddle on our flexible coffee experience. Share spend hours deep in
Straightforward, configurations of couches, plates, swap stories and conversation. Our bar is
convenient, fast. Online communal tables, and desks. people-watch. always open, whether for
and mobile check-in work or play.
available - you can even
choose your room from a
hotel floorplan.

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© 2018 Hilton Confidential and Proprietary
 ARRIVAL
You only get one chance to make a good first impression—so we set
the bar high for ourselves.

• While you’re looking down at your phone, catch a glimpse of our inset floor signage to know
you’re here (and get inspired).

• Look for our signature green Motto doors to know you’ve arrived.

• Picture-perfect—or Instagram-worthy, at the very least.

• Even our door welcomes you, a tactile moment with our custom engraved wooden pulls sets
the tone for a warm welcome in the Commons.

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© 2018 Hilton Confidential and Proprietary
 CHECK-IN
From the moment you check in, you design your own unforgettable Motto experience.
After all, you know you best. We’re just here to help.

• Check in while you’re on the go—and go straight to your room

the minute you arrive. Our mobile app doubles as your room key.

• Go paperless—or don’t. We offer on-demand printing at each of

our front desks.

• Arrived early? We’ve been expecting you. Grab a seat in the

Commons.

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SEATING
For yourself, for a group, for a date—each Motto Commons has the flexible configuration
of seats you’re looking for.

The Work/Play The Continental

• Works for large or small • 24” table height for a
groups mix between working/
• Working height tables eating height and
lounge
• Social, non-private
• Semi-social
semi-private
• Perfect for small
groups/date nights

The Bookworm The Tete-a-tete

• Individual desk with • High backed
integrated light/ upholstered banquette
power for solo working session
• Non-social, very or cozy date nights
private • Private, semi-social

The Communal The Non-committal

• Communal table • Seating pieces that are
with integrated flexible, can be used as
power for efficient a group or individual
work surface or
social gathering hub • Ottomans that hide
under tables
• Semi-social,
semi- private • Modern take on
conversation settee

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COFFEE EXPERIENCE
Nothing’s quite as comforting as a good cup of coffee—or a cafe that feels like
home. Pull up a seat and stay awhile.

• No matter what time zone you’re coming from, we’ve always got a fresh cup
and light food offering ready for you.

• The coffee house is the heart and soul of Motto —and the neighborhood.
Connect with locals while you sip your drip (or your freshly pulled espresso).

• With a design that adapts from day to night, you can easily swap out the
cappuccino for a night cap.

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 BAR
Start your day. End your night. Drop in for a quick one or hang out all day—always buzzing,
our bar is the center of the action.

• High stakes. High hopes. High balls. Whatever brings you

here, we have options all day (and night).

• Take a sip. Have a bite. Swap stories. We’re proud of our

curated beverage program and made-to-share plates.

• We like to keep it light and casual. No bouncer. No dress

code. Just a room full of friends who haven’t yet met.

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 WELLNESS
Wellness comes in many forms, whether you enjoy running in a new city or sitting on a rooftop patio with new friends,
Motto allows you to grab some fresh air.

• Every Motto location strives to have outdoor spaces, such as sidewalk patios or rooftop terraces, for
guests to relax, exercise or simply watch the world go by.

• Where outdoor space is not possible, we bring the outdoors in with plenty of natural light.

• Habits are hard to quit, but when it comes to fitness, that’s a good thing. Keep up your workout routine
with our fitness center or, better yet, try one of our neighborhood running trail guides.

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 The Room,
REIMAGINED
Straightforward, streamlined, flexible. It’s
app-powered mobile check in. It’s unplugging from
the outside world and connecting with yourself. We’re
reimagining the hotel experience. You’ll feel more
rested than you ever thought possible.

• Small and efficient rooms, no muss or fuss.

• The option to have a room type with a wall-bed/couch combo for

maximum flexibility.

• Hilton’s first brand fully on Connected Room technology - control TV,

lights, climate from the Honors app

• Enlarge the party by booking two, three or more linking rooms.

• Fresh yet familiar—rooms are 80 percent standardized, 20 percent

adapted to local design influence.

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© 2018 Hilton Confidential and Proprietary
 The Sleep
EXPERIENCE
We’re sleep-obsessed. That’s why we do everything we can to make sure you have the best
quality Z’s possible—short of singing you a lullaby.

Motto Mattress: The mattress and bedding Sound Absorption: Shut out the world around
that dreams are made of. No pun intended. you—at least for the night—with blackout
blinds and soundproofing materials.

Pillow Choice: Light, dense or fluffy—you Lighting: Roller shades allow you to control light
have options to choose from. No matter what levels, from bright to blackout.
you pick, you’ll be out cold in no time.

Sleep Kit: Curated amenities to help you White Noise App: Our mobile app delivers ocean
unwind, including a sleep mask, essential oils, waves, gentle rains, or deep static for the
or lavender pillow spray. soundest sleep.

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 STANDARD Floor Plan
We know it’s what’s inside that counts. Take a look at a sample room below.

10’-0” 10’-0”
Our cushioned, chaise-style
headboard (with integrated
plugs and lights) is for leaning
and reading.

A small desk is a
functional surface for
16’-3”

16’-3”
working during the day or
getting made up at night.

Our washrooms are decked

out with our signature
faucets and elevated bulk
bath amenities.

Standard Room Corner Room Additional Amenities

163 sq ft. 163 sq ft.
Desk, Vanity, Hanging Space, Hooks, Wardrobe with Bar Fridge
& Safe, Flatscreen TV, Phone, Full-Length Mirror, Brand Curated
Hair / Soap Program, Hair Dryer, Fast Wifi, Convenient Power
*can fit a King, 2m x 2m, or Queen Bed Outlets & USBs, Blackout Shades, Rain Head & Handheld Shower

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© 2018 Hilton Confidential and Proprietary
STANDARD ROOM 20
CORNER ROOM 21
 BATHROOM
Big on elevated essentials. Less so on space. Furnished with a rainhead and handheld shower as well as premium
toiletries in bulk. A safe and mini fridge keep your valuables safe and your drinks cold.

• Each bathroom features Motto’s signature green faucet, for a splash of color.

• Stocked with brand curated premium toiletries in bulk, you’ll never run out of
shampoo, conditioner and lotion.

• A hot shower is a cure-all. Each room is equipped with both a rainhead and a handheld
shower head.

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© 2018 Hilton Confidential and Proprietary
 FLEX Floor Plan
A room needs, well, room. Room to move. Room to play. Room to stretch. And if you need
a little extra—no worries. All of our Flex rooms come furnished with fold down wall beds.
Simply flip them up into the wall to create a dynamic social space.

10’-0”

16’-3”

163 sq ft.

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© 2018 Hilton Confidential and Proprietary
 BUNKIE Floor Plan
Traveling with an odd numbered group is sometimes a pain, but not anymore. The Bunkie
room is equipped with an extra loft bed, so you are able to comfortably sleep three.

10’-0”

16’-3”

163 sq ft.

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© 2018 Hilton Confidential and Proprietary
 LINK Up
Coordinating large groups just got easier—book your family, friends or colleagues into a
series of two, three, four or more linking rooms. Use one for work, one for play, one for
sleep, and one just to get away.

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 The Hilton PERFORMANCE Advantage
Hilton HonorsTM: This award-winning guest-loyalty program
connects you with 78+ million Hilton Worldwide loyalists - the
people who made up 68% of our occupancy in 2018.
Global Sales: Over 700+ global sales team members in 34 regional
offices speaking 42 languages drive high returns and revenues
through increased negotiating power, including ~$10 billion in
contracted revenue per year. The team also provides higher-level
access to more influential accounts and strategic partnerships
through the Hilton engine.
Global Marketing: Our legacy of powerful brands comes from a rich
history of inspiring demand for our brands through marketing. Our
approach is differentiated, purposeful, and powerful, spanning the
portfolio, and always oriented from a customer-perspective.
Customer-centric retailing offers value-added solutions that inspire
leisure travel.
Global Reservations Centers: Experienced team members provide
24-hour, multi-language global coverage in an effort to support and
deliver business to your property. 4,600+ highly skilled agents who
speak 12 languages across 14 centers and have 41 million guest
touchpoints per year.
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© 2018 Hilton Confidential and Proprietary
Online & Mobile Digital Services: Our cost-effective model ensures
your property is front and center online, providing the most
convenient digital experience for guests through traditional and
emerging online channels. Our online engine supports over $12
billion in revenue across all consumer-facing sites. We reach
travelers at every opportunity with websites, apps, and mobile sites
featuring locally relevant content in 23 languages, and registering
over 665 million visits per year.
Revenue Management: Supported by the Revenue Management
Consolidated Center, Revenue Management helps hotels maximize
profits with advanced tools, training, and analysis to make smart
pricing and inventory decisions, while increasing guest satisfaction.
Information Technology: World-class partners are utilized to create
best-in-class technology solutions, from core reservation and
property management systems to in-room, high-speed Internet
access and entertainment.
Supply Management: Our seasoned team provides a one-stop
source and leverages the combined purchasing power of our global
portfolio to offer competitive value-based pricing on superior
products and services. With over $4 billion in influenced annual
spending and a state-of-the-art e-Procurement platform, our
commitment to diversity and eco-friendly suppliers is unmatched.
MOTTO.
BY HILTON.
FOR YOU.
 This is not an offer to sell or solicitation to buy a franchise. The US Federal Trade Commission and some
states and provinces regulate the offer and sale of franchises. Offers will only be made in compliance with
applicable law, including providing a Franchise Disclosure Document where required. Hilton Franchise
Holding LLC, 7930 Jones Branch Drive, McLean, VA 22102.