Hilton launches (yet another) brand – are you in the ‘youthful mindset demographic’?

Hilton announced a brand new hotel brand a couple of weeks ago – Tru.

You won’t be seeing one of these anywhere in Europe for a while, but it interesting to see where it will be positioned.

Fundamentally, hotel chains have usually equated ‘budget’ with ‘dull’.  Your average ibis or Holiday Inn Express hotel does not exactly set the pulse racing.

Interesting, modern design does not necessarily cost more than tediously boring design and there has been a move to develop brands which operate at low price points but are attractive to ‘youthful mindset demographic’ travellers.

Starwood’s Aloft brand is an example of a brand which is targetting this market, although the pricing of these hotels is more Holiday Inn than Holiday Inn Express.  I reviewed the Aloft hotel at Excel in London here, and was impressed.  It is also in Liverpool.

Core features of Tru will include:

• a large lobby (‘The Hive’) of around 3,000 square feet with spaces for ‘lounging, working, eating and playing’
• ‘The Play Zone’, a public space with table games and TV’s
• a reception desk which also doubles as a convenience store
• free breakfast
• bedrooms with all-white beds, no desks (a chair will have a small table attached to the arm), large bathrooms, 55 inch TV, lots of plugs, no wardrobes
• fitness centre
• free wi-fi
• 150 TV channels

There are apparently over 100 development agreements signed for Tru although all are in North America so far.  I have generally been impressed with stays at Aloft and similar hotels and I think this may work out OK for Hilton.

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How to earn Hilton Honors points and status from UK credit cards (June 2025)

There are various ways of earning Hilton Honors points from UK credit and debit cards.  Many cards also have generous sign-up bonuses.

There are two dedicated Hilton Honors debit cards. These are especially attractive when spending abroad due to the 0% or 0.5% FX fee, depending on card.

SPECIAL OFFER: Until 14th August 2025, the sign-up bonus on the Hilton Honors Plus debit card is TRIPLED to 30,000 Hilton Honors points. You will also receive Gold Elite status in Hilton Honors for as long as you hold the card. Click here for our full card review and click here to apply.

You also receive FREE Hilton Honors status for as long as you hold the debit cards – Gold status with the Plus card and Silver status with the basic card. This is a great reason to apply even if you rarely use it.

We reviewed the Hilton Honors Plus Debit Card here and the Hilton Honors Debit Card here.

You can apply for either card here.

NEW: Hilton Honors Plus Debit

30,000 bonus points (to 14th August), Hilton Gold status and NO FX fees Read our full review

NEW: Hilton Honors Debit

2,500 bonus points, 50% fee discount, Hilton Silver status and 0.5% FX fees Read our full review

There is another way of getting Hilton Honors status, and earning Hilton Honors points, from a payment card.

Holders of The Platinum Card from American Express receive FREE Hilton Honors Gold status for as long as they hold the card.  It also comes with Marriott Bonvoy Gold, Radisson Rewards Premium and MeliaRewards Gold status.

We reviewed The Platinum Card from American Express in detail here and you can apply here.

The Platinum Card from American Express

50,000 bonus points and great travel benefits – for a large fee Read our full review

You can also earn Hilton Honors points indirectly with:

• American Express Preferred Rewards Gold Credit Card (20,000 bonus Amex points)
• The American Express Rewards Credit Card (10,000 bonus Amex points)

and for small business owners:

• The American Express Business Gold Card (20,000 bonus Amex points)
• The American Express Business Platinum Card (50,000 bonus Amex points)

The conversion rate from American Express to Hilton Honors points is 1:2.

Click here to read our detailed summary of all UK credit cards which can be used to earn Hilton Honors points.