Hilton launching more affordable brand with more hotels

Hotel giant Hilton Worldwide, which is renowned world over for its upscale lodging, has announced it will launch a more affordable brand aimed at business travelers, families and millennials. The plans were recently unveiled by Hilton executives in Los Angeles during recently concluded hotel investment conference.

The new low-cost brand will be known as “Tru by Hilton”. Media reports said that Hilton is already committed to launch more than 100 franchises in locations including Hesperia, Pasadena and Anaheim. The hotels will be attracting “cost-conscious” travelers with affordable nightly rates.

The Tru hotels are being specially launched to advance the hospitality industry’s objective aimed at targeting millennials by providing extra-large lobbies for guests to eat, intermingle and Internet surfing. The lobby of Tru hotels would be about 2,700 square feet and would be equipped with a large-screen TV and a play area with table games. A snack area will also be located near the lobby from where the guests will be able to purchase drinks and food round the clock. The guests would be able to check in by using their smartphones. The rooms will be equipped with many high-tech amenities, including multiple power outlets and high-speed Wi-Fi.

According to reports, the Tru hotels would be built right from the scratch and won’t be modified from other acquired hotels or buildings. Each Tru hotel will typically have 98 or fewer rooms. Apart from Southern California locations, Tru hotels would also come up in other U.S. cities, including Houston, Atlanta, Dallas, Chicago, Portland and Phoenix by the end of 2016.

Alexandra Jaritz, Global Head of Tru by Hilton, said, “By launching the new hotels of fledgling low-cost brand it would be indeed an amazing opportunity to keep the guests delighted.” He further said that other hotel chains have already launched new brands for targeting high-spending millennials. However, Tru by Hilton is being specifically designed for offering a more affordable option and attracting business travelers, families and older guests in a big way.