Photo via Twitter/TrubyHilton
Hilton Worldwide is aiming to fill what it calls a "massive void" in the midscale hotel category in North America, announcing the launch of the Tru by Hilton brand Monday.
The new and affordable brand - which will boast nightly rates in the $90 to $100 range - is off to a fast start, with Hilton revealing 102 hotel signings and an additional 30 hotels in various stages of approval in major U.S. cities including Atlanta, Dallas, Houston, Chicago, Denver, Portland and Nashville.
The brand is scheduled to debut by the end of 2016.
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In addition to targeting guests seeking affordability, Hilton said the brand is aimed at those travelers possessing a "millennial mindset" and a "desire for human connection."
"More than 40 percent of all U.S. hotel stays are within the midscale and economy sectors and Tru by Hilton addresses a gap in the marketplace by appealing to the youthful mindset demographic, pushing the industry to marry quality and value," said Hilton's executive vice president of global brands Jim Holthouser in a statement.
Some of the brand's standout features include a 2,770 square-foot first floor open space known as The Hive, a gameroom-theater combination called the Play Zone and a reimagined front desk dubbed the Command Center.
The latter will be equipped with a social media wall as well as a 24/7 market offering everything from snacks to single-serve wine and beer.
Other notable features that will be unique to the Tru by Hilton brand include complimentary breakfast and Wi-Fi.
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"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," Hilton president and CEO Christopher J. Nassetta said in a statement. "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."
"I ultimately think this will be our biggest brand over time," Nassetta told USA Today.
Every Tru by Hilton property will be either a new build or a repurposing and each hotel will feature approximately 98 rooms spanning 231 or 275 square feet.
TravelPulse founder and CEO Mark Murphy joined CBS News Live to discuss the impact of the new Tru brand:
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