Tru By Hilton: A New Desk-Less “Millennial” Hotel Brand

When hotel chains come up with new brands, their direct goal isn’t to sell to consumers, but rather to sell to investors. After all, hotel chains just manage a vast majority of their properties, and don’t actually own them. Instead they get a percent of revenue, so they obviously have an incentive to create as many brands as possible.

It’s much easier to sell an investor on opening up the first property of a particular brand in a city, rather than opening a third Sheraton or fourth Hilton, for example. That also keeps existing properties they manage happier, because obviously they don’t want direct competition. When the Marriott and Starwood merger is complete, the two hotels will have 30 brands. 30. That’s sort of insane.

Which brings us to Tru by Hilton, which is Hilton’s newly announced 13th brand. Hilton has already signed on 102 hotels to the brand, with 30 more in various stages of approval. That’s pretty impressive for a brand which has just been announced to the public.

Before I share my thoughts, here’s an infographic about the brand: