Hilton’s New Affordable Brand

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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.

Hilton's New Affordable Brand

A rendering of the exterior of a Tru by Hilton, a new midscale hotel brand that will debut at the end of 2016. Courtesy, Hilton Worldwide

Bottom Line

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?

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About The Weekly Flyer

The Weekly Flyer writes about travel from a business traveler perspective. He travels the world every week accumulating points and miles along the way.

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  1. I don’t see how these hotels will cater to business travelers when they don’t even have desks in their rooms. You can not only see that on their room renderings, they also proudly tell that they won’t provide any desks in their rooms.
    But they don’t tell you that they are proud about being inconvenient to business travelers.
    Well, I myself don’t travel for work. So maybe I will check out such a hotel one day, if location and price are right.

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