Hilton Worldwide has announced a new brand aimed at young travellers on a budget, with stays costing between US$90 to US$100 per night.
The new brand, Tru, will be positioned below Hilton’s existing “select service” brands, which include Hilton Garden Inn, Hampton Inn, Homewood Suites and Home2 Suites.
Hilton intends to first establish the new brand within the US, to compete with brands such as Marriott's Fairfield Inn, reports ABC News.
It has earmarked Atlanta, Dallas, Houston, Chicago, Denver, Portland, Oregon, Charlotte, North Carolina, San Antonio, Texas and Nashville, Tennessee as possible markets for Tru, with international expansion to follow once brand awareness has been established.
By establishing an economy brand, the hospitality group hopes to build a following of young travellers, with the aim of retaining a loyal customer base who enjoy greater earning potential in the future.
"Get them loyal to our system and trade up as they move on in their lives," said Nasetta.
For more information, visit hiltonworldwide.com