Hilton's New Hotel Brand Gives the Hostel an Upgrade - AFAR
"A hostel-inspired micro-hotel concept launching its first 100-bed property in the centrally located Marylebone district of London in 2020, designed to appeal to budget-minded urban travelers with compact, flexible rooms averaging about 163 square feet. Rooms can be connected in multiple configurations for families, larger groups, or work-focused setups and use space-saving features such as Murphy beds, lofted beds, and tuck-away furniture; guests are provided a sleep kit (eye masks, essential oils, vitamin bars), blackout shades, and a white-noise app to encourage better rest. The brand responds to research showing many hostel guests dislike rooming with strangers by offering privacy-friendly, connectable layouts, and integrates tech conveniences like mobile check-in and a Connected Room program that lets guests control temperature, lighting, TV, and window coverings from the Hilton Honors app. Commons areas combine a café, bar, and workspace with all-day grab-and-go eats to foster mixing between locals and visitors, and local hosts provide neighborhood recommendations. Pricing is described as competitive and market-dependent, and the properties participate in a major loyalty program with points-and-cash booking options, member discounts, and free standard Wi‑Fi; additional properties are planned in cities such as Lima, Dublin, Savannah, San Diego, Boston, and Washington, D.C., with aims for wider expansion across Europe, the Americas, the Middle East, and Asia Pacific." - Michelle Baran
