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Hilton targets millennial travellers with new value brand

Tru by Hilton to launch initially in North America

Pictured: The trendy features of the new Tru by Hilton lobby

Hilton has unveiled its latest venture in the value hotel market, with Tru by Hilton being rolled out initially across Canada and the US.

The hotel giant has signed 102 hotels to the brand, and has another 30 in the pipeline in cities such as Atlanta, Dallas, Houston and Chicago.

Designed to target the millennial generation, Tri by Hilton features new elements such as a 250 sqm space known as The Hive, which has four zones for lounging, working, eating or playing; a re-imagined front desk featuring a social media wall with real-time content, complimentary Wi-Fi, and build-your-own breakfasts.

"We are incredibly excited to be launching Tru by Hilton, which will serve the largest segment of the hotel market, but a segment where no brand is meeting guests' current needs," said Christopher J. Nassetta, president and CEO, Hilton Worldwide. "Tru will provide guests with a high-quality, contemporary, consistent and fresh experience at a great value for customers, while at the same time delivering strong returns to our owners."

Jim Holthouser, executive vice president, global brands, added: "We're breaking through the clutter of undistinguished offerings to capture the hearts of today's travellers and anticipating the needs of tomorrow's guests, while delivering a hotel that's a place travellers will want to go to rather than just through."

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