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Hilton’s Latest Brand is a Millennial-Centric Hotel

Targeting the Younger Generation

The millennial generation has become a marketing point for a wide variety of businesses and one of the biggest industries to target the younger generation has been the hotel industry. In fact, flagship brand Hilton has recently created a new line of millennial-friendly hotels called Tru.

These budget hotels (the 13th brand created by Hilton) embrace the minimalistic side – they not only have rooms that are 20 percent smaller than average, but they’re also located outside of expensive cities instead of in them. In addition, the rooms provide just the basics: king or double queen beds, vinyl flooring (instead of carpet), a multifunctional chair instead of a desk, and no coffee maker. Also, guests will find extra-long v

The millennial generation has become a marketing point for a wide variety of businesses and one of the biggest industries to target the younger generation has been the hotel industry. In fact, flagship brand Hilton has recently created a new line of millennial-friendly hotels called Tru.

 

anities and showers instead of a bath tub.

To off-set the basic rooms and the “outskirts” location, the hotels offer communal hang-out spaces with televisions, funky chairs, and a stocked snack bar. You’ll also find a bar that’s open 24/7 (and features plenty of craft beer), pool tables, foos ball tables, and motivating workspaces.

In an article by USA Today, Hilton CEO Christopher Nassetta said, “I ultimately think this will be our biggest brand over time.” He also mentioned that 40 percent of hotel demand is for hotel rooms in the midscale range (such as Tru), making the new brand a promising investment.

Somewhat surprisingly, all Tru hotels will be built from the ground up or renovated from an existing property. The first one opened in Oklahoma City last spring and more than 150 locations are planned for the end of 2019. Hilton is aiming to charge $100 per night or less, which makes the entire experience pretty affordable.

Look for Tru locations in places like Cheyenne, Wyoming, Lancaster, Pennsylvania, Houston, and more.