Yesterday, Hilton announced that it will launch a new affordable brand of hotels called Tru by Hilton. As reported by USA Today, the brand will unveil at the end of 2016. According to the article, “Rates at Tru will vary by location, but will be in the $90 to $100 range.”
Hilton’s New Affordable Brand
LOS ANGELES–Hilton Worldwide today announced a new affordable brand targeting younger travelers.
Tru by Hilton will debut at the end of this year. It will be Hilton’s 13th brand, and its re-entry into the midscale hotel segment. The company introduced the new brand at the Americas Lodging Investment Summit in Los Angeles.
The company already has 102 hotels signed. Another 30 properties are in various stages of approval in cities such as Atlanta, Houston and Chicago.
“I ultimately think this will be our biggest brand over time,” says Hilton CEO Christopher Nassetta.
It’s always interesting when a new hotel brand is launched and I enjoy trying out new concepts. This more affordable option seems like it will definitely cater to the business traveler for the price. But, at looking at the renderings, I think that they are also looking to target families. What do you think of this one, Tru by Hilton?