Hilton Worldwide Launches Tru, A Hotel Brand For Millennials

January 26, 2016  |  

The Hilton Worldwide


This week, the Hilton franchise unveiled their latest hotel brand, Tru, a brand grounded in offering value for millennials who have a midscale income in the United States and Canada. While promoting the latest Hilton brand, Christopher J. Nassetta, president and CEO of the Hilton Worldwide, shared: “We are incredibly excited to be launching Tru by Hilton, which will serve the largest segment of the hotel market, but a segment where no brand is meeting guests’ current needs. Tru will provide guests with a high-quality, contemporary, consistent and fresh experience at a great value for customers while at the same time delivering strong returns to our owners.”

Tru by Hilton was also designed for consumers who unite by having a “zest for life [and] human connection.” Although the target guests are millennials, Tru by Hilton will also appeal to those of other generations who possess youthful energy. In a press release, Hilton announced Tru will have the following features:

The Hive

Instead of the traditional lobby, all Tru By Hilton hotels will possess zones that will allow guests to lounge, work, eat or play.

The Play Zone

A place for guests to play table games or watch television (cable provided by DIRECTV) and a tiered, stadium-inspired seating.

The Command Center

A revamped front desk will have a social media wall that will allow guests to foster online engagement with one another. It will also have a 24/7 market that will offer fun snacks and refreshments, along with wine and beer.

Build Your Own Breakfast Station

Instead of the traditional buffet, guest will have the opportunity to customize their bagels, donuts, Greek yogurt and oatmeal with a toppings bar that has sweet and savory items.

Fitness Center

For guests focused on exercising and dieting during their vacation will have the opportunity to learn the latest wellness trends that will help them with cardio, strength, and flexibility.

Consumers can expect to see Tru Hotels in the following cities: Atlanta, Dallas, Houston, Chicago, Denver, Portland and Nashville by the end of the year.

For more information on Tru by Hilton, visit its site, here.

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