Hilton Worldwide launched its new brand Tru by Hilton today at the Americas Lodging Investment Summit in Los Angeles.


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These new hotels will target a younger generation of budget-conscious travelers with their affordable prices, trendy looks, and tech-savvy environment. Room prices are said to be between than $75 to $95 per night.

According to Hilton Worldwide CEO Chris Nassetta, the brand will target all age groups, but is intended to appeal to a “millennial” mindset. Millennials, those in their twenties and early thirties, tend to like modern design, public spaces where they can work and socialize, and advanced technology such as mobile check-in. -USA Today

In order to ensure that these buildings are cheaper and easier to maintain, Hilton will make some changes to the layout of a typical hotel room.

  • There won’t be closets or bathtubs. Instead there will be an open space with hangers and hooks on the wall and an elongated vanity and stand-up shower.
  • They will substitute a desk for a multifunctional chair with a tray that includes a spot for a tiny laptop or tablet.
  • The beds will be on a platform without a boxspring and there’s a space-saving bench that rests over the heating and air conditioning unit.

There will also be a large community area with coma large TV, ping-pong and foosball tables., where travelers and work and socialize.

Other perks include a coffee and single-serving wine and beer bar, free wi-fi, and 65-inch flat screen TVs in each room.

With already 102 hotels signed, this brand is thought to grow to be one of Hilton’s biggest brands over time. 30 additional properties in cities like Atlanta, Houston, and Chicago are in the approval process as well.

Photo and information from: USA Today and the Associated Press.