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

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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.

Tru 1

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.

Tru 3

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 at Excel in London here, and was impressed.  They are also in Liverpool.

Tru 2

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

Tru 4

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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  1. The dearth of plug sockets in even the most modern hotels has always frustrated me. I can also never understand why hotel rooms never have adequate lighting. A plethora of bedside lamps, wall lights and table lamps is NO substitute for a simple 60W bulb in the middle of ceiling. Sort it out!!!

  2. czechoslovakia says:

    No Wardrobe?!? No Desk?!? – I`m out.
    Yes, we could loose some drawers – (the Mecure I stayed in last week did indeed have 35 drawers!), but where will the “safe” go if its not part of the desk on in the wardrobe?

  3. Interesting concept…

    I have a 5 gang extension lead that stays in my suitcase for my travels. I’m im California at the moment and every socket is spoken for with our devices plus ‘er indoors’s hair straighteners and he uber powerful hairdryer (must be a woman thing).

  4. Waribai says:

    Slightly OT, juat got off a delayed flight from Innsbruck and aside from having Rebecca Adlington and her entourage in CE with us the down side was we were 2 hours and 51 minutes late. Considering we bought the ticket in the sale, what kind of compensation can we expect from BA? Clearly 9 minutes short of EU compensation but any general policy BA has?

    • People have got decent Avios compensation for polite complaint letters in this sort of situation

    • I guess nil but never hurts to ask

      • Waribai says:

        Thanks. I’ll try my luck. Wind in the wrong direction was the issue. I was watching the clock and looking forward to our compensation when suddenly it was doors shut and we were off!

        • EU court ruling last year: it’s time when doors open for disembarking that counts, not gate

  5. Johnnycl says:

    Wow, they’ve done a good job of making it look tacky.

    And why such ill feeling towards desks….I class it as an essential, even on leisure stays. Stayed at a new HIX in London the other week and they’d gone for a podium-style table with an easy chair making it totally impractical for working at.

  6. BlueThroughCrimp says:

    Sigh. Another brand using a misspelled word as its name.

  7. Swanhunter says:

    I’m 41 and a bit and while some of the design is a bit [email protected] (Bam, really?) the basic concept, style and appearance works fine for me. Am also a fan of Citizen M and Motel One.

  8. Kinkell says:

    I have a very youthful mindset….for a retiree . Ooh, Wow, Bam. And singing as well.
    I’m out!

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