Hilton launches new budget hotel brand Tru
Hilton Hotels & Resorts is launching a new hotel brand Tru while focusing on young, budget travelers looking to spend $90 to $100 a night, reported the Chicago Tribune.
According to details, the Tru budget hotel chain will have unconventional rooms. Instead of a closet, there will be an open space with hangers and hooks on the wall. And the traditional hotel desk is replaced with a chair that includes a spot for a tiny laptop or tablet. The platform bed doesn’t have a box spring and there’s a space-saving bench that rests over the heating and air conditioning unit.
Tru properties will be mostly new construction, with the others being urban conversions of historic buildings – banks, office buildings – into a hotel.
Hilton also offers a reward program i.e. Team Member Travel Program (TMTP) for their employees to book a room at discounted prices, according to details.
Hilton has 102 locations already signed and an additional 30 deals in various stages of negotiations. The areas include Chicago, Denver and Nashville, Tenn., among others. While chain luxury and upscale hotels have the highest occupancy rates and average nightly room rates, their growth in the past year has trailed the lower end of the market.