Hilton Worldwide is joining its competition in the creation of a new hotel brand that caters to a younger, budget-conscious generation. Tru will become Hilton’s 13th brand.
Tru will be a midscale hotel with 102 properties lined up and another 30 expected to be approved soon. Rates will vary but hold at around $100 per night. Targeting a younger crowd in theirs 20s and 30s, the hotels will have modern designs, utilize technology and provide public spaces for work and social needs.
The new brand will compete with Marriott’s AC and Starwood’s Tribute properties.
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