Hilton Targeting Millenials With New “Tru” Hotel Brand

Hilton Worldwide Holdings Inc. is entering the fast-growing midscale hotel category with a new chain called Tru that’s aimed at attracting younger, tech-savvy travelers with large lobbies, digital check-in and rooms for less than $100 a night.


From what they’re showing, these new Tru hotels look nice with amenities that will attract millennials. The decor however seems to target tweens with giants stickers in the lobby and room wallpapers that will make kids feel at home.


Hilton said it has signed 102 franchise agreements with property owners and has another 30 pending in cities including Atlanta, Dallas, Houston, Chicago, Denver and Portland, Oregon, with the first Tru by Hilton hotels scheduled to open by the end of the year.

You’ll most likley see Tru locations in small college towns, near major highways and at resort getaways, said Phil Cordell, global head of focused-service brands for Hilton. The company plans to eventually expand Tru outside the U.S.

Tru is the 13th brand for the world’s biggest lodging company, and may grow into Hilton’s largest by number of rooms, Chief Executive Officer Christopher Nassetta said in an interview.

The Hampton brand is currently the company’s largest, with more than 200,000 rooms in 2,100 properties. Hampton is considered “upper midscale,” with rooms costing 20 percent to 30 percent more than at Tru hotels, which plan to charge about $80 to $90 a night.

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