Hilton is launching a new hotel brand, focusing on budget travellers looking to spend US$75 to US$90 a night.
The new brand, named Tru, aims to compete with economy and midscale chains like Comfort Inn, Fairfield Inn and La Quinta.
Hilton Worldwide which has more than 4,500 hotels globally already has “limited-service” brands like Hilton Garden Inn, Hampton Inn, Homewood Suites, and Home2 Suites. This would be a new market for the chain.
Hilton CEO Chris Nassetta notes that 40 per cent of the demand for hotel rooms comes in this price segment, the largest of any market. He also says many of the economy and midscale chains offer an “inconsistent product and service delivery”, giving Hilton the opportunity to build loyalty among younger travellers whose spending is limited right now, but could afford a more upscale location in the future.
Published in the Gleaner
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