Hilton is launching its Tru hotel brand to appeal to the millennial generation’s travel needs. The hotels will have fitness centers, complimentary “Build Your Own” breakfast, a large lobby for social interaction and more.
Hilton currently has 102 hotels signed for Tru and an additional 30 waiting for approval. The hotels will also be included in the company’s HHonors loyalty program and each guest room will have a 55-inch TV.
Hilton said that its Tru hotels have been designed to be scalable so that they can fit in a variety of different places. It plans to open the first location of its new hotel concept in the United States by the end of the year.
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