Hilton has announced a new city-centric brand, Motto, combining a hostel vibe with private rooms and hotel perks.

It describes Motto as an affordable chain of micro-hotels in urban centres.

Hilton said prices would be “competitive” and vary by market.

Construction on a 100-bedroom Motto by Hilton is set to begin in London’s Marylebone district in January 2019, with a target of a 2020 opening.

Hilton is also in discussions to take the brand to locations including Lima, Dublin, Savannah, San Diego, Boston and Washington DC.

The hotel chain claimed its research showed many hostel-goers did not want to share rooms with strangers and wanted an enhanced hostel experience.

Guests will be able to book connecting rooms in advance and split payment between several people on booking.

Rooms will have space-saving features such as wall beds, segmented shower and toilet stalls, and furniture that can be stowed when not in use.

Guests will be able to request a premium mattress, sleep kits, a white noise app, blackout shades and sound absorbing rooms.

They will also be able to control room features such as temperature, lighting, the TV and window coverings from the Hilton Honors app.

Motto joins Hilton’s portfolio of 15 brands in 106 countries.

Christopher J. Nassetta, president and CEO of Hilton, said: “With Motto by Hilton, we are bringing to market something the industry has never experienced with its flexible and affordable room product, desirable locations and guest-empowered service.”