Hilton Announces Tru Hotel Brand, Launching Later this Year

Jan. 26, 2016

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2 min read

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The travel industry's push to get Millennials through the door continues this week with Hilton's announcement of its newest hotel brand, Tru, a low-cost option designed especially for younger travelers.

Prices at Tru, Hilton's 13th hotel brand, are expected to be set at an affordable $90-$100 per night. Rates will include amenities like complimentary Wi-Fi, however the rooms themselves might be smaller than those at other Hilton hotels. Tru will also feature large communal areas perfect for activities like lounging or working, as well as some fun areas like a play room with ping pong, which will certainly appeal to millennial sensibilities.

An artist's rendering of what Tru's rooms will look like. Image courtesy of Hilton.

This announcement places Hilton in competition with the likes of Starwood and Marriott, who have also expanded their hotel portfolios with a millennial focus at properties like Aloft and Moxy, respectively. Hilton has already signed 102 properties, with 30 more expected to come to major cities like Dallas, Portland and Nashville. Travelers can expect to see the first Tru hotel open its doors by the end of 2016.

H/T: USA Today