Hilton is launching a midscale hotel brand that is specially designed for budget travelers. With more and more young consumers prioritizing travel, the affordable hotel chain provides a new option for a growing demographic.
The new hotel brand is called 'Tru' and it is largely designed to compete with other budget-conscious chains such as 'Comfort Inn' and 'La Quinta.' The hotel will offer basic accommodations and limited service for travelers who are only interested in spending $90 to $100 per night. While the hotel offers more comfort than a hostel, the chain is largely designed for budget travelers who maybe able to afford more upscale accommodations in the near future.
The bare-bones hotel brand ultimately allows Hilton to build brand awareness with a younger demographic that is currently interested in affordable travel options.