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Hilton continues to roll out new brands to reinvent segments , the latest being Tru by Hilton , which wants to bring cool to the limited-service segment . It came out of the chute in January with 200 deals in process .
Targeting the “ millennial
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mindset ,” Tru by Hilton is inspired by the belief that “ being cost-conscious and having a great stay don ’ t have to be mutually exclusive .” The brand innovates with a centrally located “ command center ” that acts as a re-envisioned front |
Tru by Hilton ' s " command center " features a market open 24 hours a day , seven days a week .
desk . The check-in area features a social media wall with real-time content and a 24 / 7 market serving wine , beer , and light meal options .
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“ As we developed Tru , we wanted to challenge everything we thought we knew about how a hotel in this category should be |
designed and to shift guests ’ behavior and expectations ,” says Phil Cordell , global head of focused service brands at Hilton . |
June 2016 hotelsmag . com 33 |