New brand from Hilton Worldwide aimed at youthful, energetic guests

Hilton Worldwide has confirmed the details of a new midscale brand aimed at travellers with a ‘millennial mindset'.

Tru by Hilton, which will become the global group's 13th brand, has already signed 102 hotels in the US and Canada, with 30 more on the horizon. It intends to appeal to guests who have "a youthful energy, a zest for life and a desire for human connection".

There are no immediate plans to launch the brand into the UK.

The Caterer reported in November 2015 that Hilton Worldwide was on the verge of launching a new brand to fill the gap created by the success of its focused service Hampton by Hilton brand.

Chris Nassetta, president and chief executive of Hilton Worldwide, told the European Hotel Investment Conference: "Hampton is one of the best brands in its market space and as a result we have been able to push up its price point to an average room rate of $116-118 (£75-76). This has provided us with the opportunity to create a new product offering bedrooms at around $75-90 (£48-58), which will create a lot of demand."

A key feature of Tru by Hilton will inlcude a multi-purpose lobby called the Hive, featuring the Play Zone with table games, a large-screen TV and tiered seating; the Command Centre with a social media wall for guests' engagement and a 24/7 market offering snacks and drinks; and a build your own breakfast offer with a bar of 30 sweet and savoury items allowing guests to customise bagels, doughnuts, Greek yogurt and porridge.

Bedrooms will offer platform beds, 55in TVs with 150 channels and ‘access to power everywhere'. There will also be a fitness centre and high-speed Wi-Fi.

Nassetta said that Tru will serve the largest segment of the hotel market, which is currently not meeting guests' needs.

"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," he said.

Tru by Hilton Tr will primarily be situated within urban, suburban, highway and airport locations. The first hotel is expected to open by the end of the year in the US.

Hilton Worldwide manages and franchises 4,600 hotels, with 758,000 bedrooms, in 100 countries. It operates six brands in the UK: Hilton Hotels & Resorts, Waldorf Astoria Hotels & Resorts, Conrad Hotels & Resorts, DoubleTree by Hilton, Hilton Garden Inn, and Hampton by Hilton.

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