Hilton Brings Motto Brand to Japan with Kyoto Hotel in 2029
Hilton is set to open Motto by Hilton Kyoto Shijo Karasuma in 2029, signaling a major mid-market expansion as Japan targets 60 million visitors by 2030.
Stock photo for illustration only, not from the actual event
- Hilton is bringing its Motto brand to Japan with Motto by Hilton Kyoto Shijo Karasuma opening in 2029
- The move supports Japan's tourism surge, aiming for 60 million visitors by 2030 up from 42.7 million in 2025
- Affordable brands like Hampton by Hilton and Spark by Hilton are preparing to enter the Japanese market
- Hilton currently operates 50 hotels in Japan with 15 more properties in its active pipeline
Global hospitality giant Hilton is making a strategic shift in Japan by expanding beyond its luxury footprint into the mid-market hotel sector, aiming to capture a broader audience amid surging international tourism.
As part of this expansion, Hilton has signed its first Motto by Hilton property in the country. Motto by Hilton Kyoto Shijo Karasuma is scheduled to open in 2029, bringing Hilton's total portfolio in Kyoto to seven hotels following the opening of ROKU KYOTO, LXR Hotels & Resorts in 2021.
Stock photo for illustration only, not from the actual event
Clarence Tan, Hilton's senior vice president of development for Asia Pacific, noted that while luxury and lifestyle will remain primary growth drivers in Japan, mid-market brands will capture a much more meaningful share of the overall portfolio mix.
This expansion comes on the heels of a record 42.7 million international visitors arriving in Japan in 2025, with the government targeting 60 million by 2030. Hilton executives argue that luxury accommodations alone will not be enough to house this massive influx of travelers.
"We expect luxury and lifestyle to remain a major growth driver in Japan’s hotel market, with mid-market brands becoming a more meaningful part of the mix."
Clarence Tan
Hilton's pivot toward Japan's mid-market sector highlights a broader industry realization that sustainable tourism growth relies on diversifying accommodations. By introducing more accessible brands like Hampton and Spark, international hospitality groups can tap into regional destinations and budget-conscious travelers who previously relied primarily on domestic Japanese hotel chains.
Looking beyond Tokyo and Kyoto, Hilton is eyeing regional destinations such as Beppu, Miyazaki, Toyama, and Kanazawa, while courting local operators and investment funds to accelerate the rollout of its more affordable properties.
Source: Skift
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