This week, Hilton revealed the newest addition to its brand arsenal with Tru by Hilton, a so-called “revolutionary midscale brand.” While it bills itself as filling a void in the midscale hotel category , it comes across more like a way of competing with boutique hotels and shared accommodation platforms such as Airbnb.
The brand’s target market is those with a “millennial mindset.” As a millennial myself, I can’t picture my parents wanting to stay there, but I would totally book a stay at one of these hotels based on the renderings below—depending on location and price, of course.
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Location and price (i.e., what you get for your money) are the two factors that drive most millennials’ travel decisions (and, let’s be honest, most people of any generation). If Hilton can deliver on its urban location/mid-range price promise without adding in ridiculous fees (say, by not charging for Wi-Fi or water), I might be on board. Here’s a look at some of what Tru by Hilton promises, via press release:
The minimalist design pairs nicely with the room and bathroom layout, all of which look extremely appealing to me. The lobby, gym, and “hangout areas” look simple and offer great amenities, too.
Currently there are 102 hotels signed throughout the U.S. and Canada, with another 30 in different development stages in Atlanta, Dallas, Houston, Chicago, Denver, Portland, and Nashville (how millennial of you, Hilton). According to the press release, Tru by Hilton will be suitable for urban, suburban, highway, and airport locations, with the first hotel to open by the end of 2016 in an undisclosed location.
The brand will also participate in the Hilton HHonors program (perhaps this is its way of being “cross-generational”) and will be the 13th brand within the Hilton Worldwide group. Tru comes just after Hilton launched the brand Canopy last year, which also aspires to cater to millennials but has yet to open any of its locations.