Hilton Unveils Tru, New Brand For Millennials

by Holly Riddle

Jan 31, 2016

© Hui Sima | Dreamstime

Top Trends

Hilton recently unveiled their newest brand, Tru by Hilton, which will soon pop up across the United States and Canada, with 102 hotels approved in top destinations and 30 more on the way.


This new brand will appeal to travelers on a mid-scale budget, across generations who are brought together by a millennial mindset that thrives on energy and human connection.


Each Tru property will include several new common spaces designed to tend to the needs of millennial travelers. The Hive will be an open space allowing guests to interact while lounging, working or eating. The Play Zone is for table games and tiered, stadium-style seating in the entertainment area. Replacing the front desk is the Command Center, which will include a social media wall and a 24/7 market for snacks and single-serve adult beverages. The Build Your Own breakfast bar will allow guests to design their own yogurt, oatmeal, donut and bagel creations with 30 different toppings.


Guestrooms will be efficiently designed, with plenty of places to charge devices, spacious bathrooms, complimentary WiFi, mobile check-in and room selection and Hilton’s Digital Key function.


“We’re breaking through the clutter of undistinguished offerings to capture the hearts of today’s travelers and anticipating the needs of tomorrow’s guests, while delivering a hotel that’s a place travelers will want to go to rather than just through,” says Jim Holthouser, executive vice president, global brands, Hilton Worldwide.



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