Hilton Worldwide has revealed a new hotel brand that should appeal to millennials and tech-forward folk who are looking for a plethora of amenities at a low price-point.

Tru by Hilton will target the midscale hotel sector, an area currently dominated by the likes of Fairfield Inn & Suites by Marriott, Ramada by Wyndham Worldwide and Holiday Inn Express by Intercontinental Hotels.

To take on those behemoths of this sector, Tru by Hilton is set to target design-conscious travellers who want access to the modern technology they are accustomed to at home.

Currently 102 hotels in the USA and Canada have signed up to carry the Tru by Hilton banner, with an additional 30 hotels in various stages of approval in cities including Atlanta, Dallas, Houston, Chicago, Denver, Portland and Nashville.

Millennials will find a plethora of tech-forward options at Tru by Hilton, including 55in TVs in every guestroom with access to over 150 channels thanks to a partnership with US satellite provider DirecTV.

Those who bring a lot of technology with them on their travels will also be well catered for, as a whole host of power outlets will be available in each and every guest room. There will also be segment-leading complimentary Wi-Fi; with speeds reaching up to 10Mbps for every guest – enough to watch episodes of Making A Murderer on Netflix.

If that’s not enough technology for one guest room, then Hilton HHonors members will get access to some special high-tech features including: mobile check-in, room selection and a ‘Digital Key’ to let them inside their room.

On the low-tech front, each guest room boasts all-white platform beds, 8ft-wide windows and bathrooms that the company claims are ‘surprisingly spacious’.

In the lobby Tru by Hilton continues the look and feel of a hotel from the future, ditching the traditional lobby in favour of an entirely new concept the company calls ‘The Hive’.

Here guests will find every mid-scale hotel amenity they could possible want. Occupying 2,770sqft of open-planned space, The Hive comes equipped with four distinct zones for lounging, working, eating or playing.

In the Play Zone there will be even more technology for the tech-obsessed traveller to sink their teeth into. This includes large-screen TVs with DIRECTTV, table games and stylish stadium-inspired seating.

Quite possibly the trendiest and tech-friendly area of The Hive however will be in the ‘Command Center’; Tru by Hilton’s re-envisioned front desk.

Featuring a social media video wall with real-time content designed to foster engagement amongst guests, this will also be the location where guest can get information from hotel staff, check-in and check-out and buy snacks, single-serve wine and beer, as well as other refreshments.

In the ‘Work’ zone, guests will find private spaces and built-in alcoves, including work booths with sound absorption for a dedicated place to get work done.


Those that want to chill out in The Hive will be able to lounge around on loungers, high-back couches and hammock-style chairs located by full glass front walls to enjoy the outdoors indoors.

The final zone making up the huge open-planned space is ‘Eat’, where guests can enjoy a complimentary ‘Build Your Own’ breakfast consisting of a toppings bar with 30 sweet and savoury items for customising bagels, donuts, Greek yogurt and oatmeal.

“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,” says Christopher J. Nassetta, president and CEO, 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.”

It will have some strong competition in the marketplace however – Wingate by Wyndham is currently the most popular midscale hotel brand in the United States, but Tru by Hilton is distinctly different. While Wingate targets business travellers, Tru by Hilton is distinctly designed for young millennials who appreciate colourful design and modern technology; by comparison Wingate is quite dated.

As of right now Tru by Hilton will be exclusive to the North American market, but if it was to launch in the UK, expect it to go head to head with the likes of Premier Inn and Ramada.

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