Hilton targets the millennials

by Leon Gettler

Hilton hotels has created a new brand focused on capturing the market of budget travellers looking to spend $90 to $100 a night.

With more than 4500 hotels globally, Hilton Worldwide is launching the new brand Tru, creating a new market for the chain.

And the hotels are very much pitched at the millennial Gen Y market.

Features include a Play Zone, filled with table games, a large-screen TV and tiered, stadium-inspired seating, .a centrally located Command Centre with a social media wall, a 24/7 market offering fun snacks and refreshments, single-serve wine and beer, healthy light meal options and sundries for purchase, a fitness centre, complimentary Wi-Fi bandwidth allowing guests to download and stream content on their devices and mobile check-in, and complimentary "Build Your Own" breakfast consisting of a toppings bar with 30 sweet and savoury items allowing guests to customize bagels, donuts, Greek yogurt and oatmeal.

Hilton claims 102 locations have already signed and there’s an additional 30 deals in various stages of negotiations and approval.

Jim Holthouser, executive vice president, global brands, Hilton Worldwide says Tru is targeting a distinct niche.

More than 40 percent of all U.S. hotel stays are within the midscale and economy sectors^[1] and Tru by Hilton addresses a gap in the marketplace by appealing to the youthful mindset demographic, pushing the industry to marry quality and value," Holthouser said.

28th January 2016