Skift Take

We'd love to see the launch of a hotel that doesn't have a name that's interchangeable with any other disposable consumer goods.

What to Know Now

It’s all the rage in the hotel industry: brands that appeal to millennials. Hyatt’s got Centric. Marriott has AC. Starwood kind of has Tribute. And now in addition to Canopy, Hilton’s got Tru.

What’s the difference you ask? Tru is geared more towards budget-friendly millennials — think of a competitor to a Holiday Inn or a Best Western. But the best part about the hotels? You can still accrue HHonors points.

Hilton’s planning a widespread launch with over 102 locations planned around major metropolitan areas. Just don’t expect to get much work done — apparently millennials don’t use desks.

Social Quote of the Day

Are these real names?? Officially, new hotels brands are worse than travel startups on naming.

@rafat | Rafat Ali, Founder and CEO of Skift 



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Your Turn

Our congratulations to George Stone, the new editor-in-chief of National Geographic Traveler

Tips and Comments

Can be sent to gm[at]skift[dot]com or to @grantkmartin

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