Hilton launches new brand to target the millennials


Hilton Worldwide has announced the launch of a new midscale hotel brand, designed specifically to target the ‘millennial mindset’.

Tru by Hilton is aiming to open its first property in late 2016 in the US and will focus on budget travellers looking to spend around £50 – £60 a night.

The new brand is aiming to complete with economy and midscale brand and is looking to attract and build loyalty among business and leisure travellers ‘united’ by a common, youthful outlook.

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Hilton Worldwide, which has more than 4,500 hotels globally, already has ‘limited service’ brands such Hilton Garden Inn and Hampton Inn, but this would be a new market for the chain.

Each property under the Tru umbrella is expected to either be a new build, or the conversion of an historic building such as an office block or bank. A total of 102 locations have already signed and an additional 30 deals are in the various stages of negotiations and approval.

The hotels will be in a mix of markets including urban, airport and suburban and will initially be focused on US and Canada. The areas include Atlanta, Dallas, Houston, Chicago, Denver, Portland, Oregon, Charlotte, North Carolina, San Antonio, Texas and Nashville, Tennessee.

To ensure that owners are able to keep the hotels fresh, Hilton made sure they would be cheaper to build and maintain.

The typical hotel will have 98 rooms and sit on 1.5 acres of land. Rooms will be different, with wardrobes and cupboards being replaced with open spaces with hangers and hooks on the walls.

The traditional hotel desk is replaced with a chair that includes a spot for a laptop, while the bed doesn’t have a box spring and there is a space-saving bench that rests over the heating and air conditioning unit.

The brand will also put a lot of effort into connecting with consumers through social media on Instagram, Twitter, Facebook and YouTube and hotel lobby areas will be home to a social media wall.