Hilton Worldwide is launching a new, lower-cost brand to appeal to Millennials and other price-conscious travelers, the hotel giant announced today.
The new franchise, "Tru by Hilton," will have nightly rates from $90 to $100, a sweet discount from Hilton's $141.52/night average.
At 98 rooms or fewer, Tru hotels will feature an extra-large lobby of about 2.7k SF, where guests can mingle, watch TV, surf the Internet and eat around the clock, the LA Times reports.
The Tru amenities highlight the growing influence of Millennials on the hospitality industry. Marriott International recently made its biggest play for this audience to date with its $12B merger with Starwood Hotels and Resorts.
Hilton executives plan to open more than 100 Tru hotels by year-end, including in Phoenix, Portland, Chicago, Dallas, Atlanta and Houston. [LATimes]
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