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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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Comments (41)

This article is closed to new comments. Feel free to ask your question in the HfP forums.

  • Ian says:

    I think we are staying in virtually every brand with hilton on a road trip in April / May.

    I doubt that any will be open by then.

    But would try if the price is right.

  • Geoggy says:

    Maybe at 43 i am ancient but the concept looks like something an intern on cider drew up.

    Has no class whatsoever and even as a Hilton Diamond I think I would actively avoid it.

    Want to chill out in a hotel not feel pressured to be “down with the kids”. Which by the way I totally am. Bam.

    • Rob says:

      I am older than you but I do think the Aloft concept is very good. I agree that this is possibly going a step too far with, for example, the bathroom slogans.

  • Lady London says:

    + 1.
    Trying too hard.
    Will look totally out of date very soon.
    The patronising trying-to-be-funny slogan on the wall of the shower picture was enough to put me off.

  • Alex W says:

    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!!!

  • 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?

  • Danksy says:

    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).

  • 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?

    • harry says:

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

    • Rob says:

      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!

        • harry says:

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

  • 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.

This article is closed to new comments. Feel free to ask your question in the HfP forums.

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