Hilton Looks to Price and Design to Lure Millennials to Its New Tru Brand
Skift Take
Hilton's latest new brand is bringing all of the next generation hospitality trends to one cost-effective platform, which could potentially scale very well based on price alone.
The new Tru by Hilton hotel brand was designed to capture the very youngest travelers into the Hilton HHonors program, while also providing a more efficient construction model for owners and developers.
Hilton announced its new midscale hotel flag at this week's Americas Lodging & Investment Summit (ALIS) in Los Angeles.
The first Tru by Hilton properties are expected to open in the U.S. by the end of 2016. Presently there are 102 confirmed agreements with owners, and over 30 others in various stages of negotiations, throughout North America in cities including Chicago, Dallas, Atlanta, Portland, Phoenix, Charlotte, Houston, Nashville, and others.
The big differentiators for this hotel brand are price and design.
Room rates at Tru by Hilton are expected to average between $90-$100 nightly, compared to $120 at Hampton Inn, an
