News In Brief

Hilton Worldwide moves to capture millennial guests with new midscale brand Tru

The newest Hilton brand has signed 102 hotels and has 30 more in various stages of approval in cities around the US.

“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,” said Christopher Nassetta, president and CEO at Hilton Worldwide. “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’s innovative features include:

• The Hive, a first-floor, 2770 square-feet of open space with unique ways for guests to engage with others or spend time alone – in one of four distinct zones for lounging, working, eating or playing.
• The Play Zone, filled with table games, a large-screen TV (featuring DIRECTV), and tiered, stadium-inspired seating.
• A centrally located Command Center – a re-envisioned front desk – featuring a social media wall with real-time content to foster engagement among guests, and a 24/7 market offering fun snacks and refreshments, single-serve wine and beer, healthy light meal options and sundries for purchase.
• A complimentary “Build Your Own” breakfast consisting of a toppings bar with 30 sweet and savory items allowing guests to customize bagels, donuts, Greek yogurt and oatmeal to satisfy their taste buds and cravings.
• Smart and efficiently designed guest rooms full of the things that matter most – all-white comfortable platform beds, 55″ TVs, eight-foot wide windows, access to power everywhere, and surprisingly spacious bathrooms.
• A fitness centre.
• Complimentary wifi bandwidth allowing guests to download and stream content on their devices, plentiful power sources, and mobile check-in, room selection and Digital Key available through the Hilton HHonors mobile app.

This marks a clear step in the direction of capturing the millennial focus on sociable, internet-capable accommodation.

Rosie Clarke

Rosie Clarke is managing editor at Multimedia Publishing.

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