Millennial Mindset Key to Tru by Hilton Brand

Why be blue? Stay at Tru. Hilton Worldwide’s new midscale hotel brand Tru by Hilton is seeking to appeal to millennials and those with a “millennial mindset.”  Focused on the U.S. and Canada, more than a hundred hotels have already signed franchise agreements.


The attractive, say Hilton officials, will be a combination of price (room rates are expected to average between $90-$100 nightly) and a lively design. The Brand Consultancy was hired to help develop the brand’s elements while ad agency GSD&M guides the the brand on its digital and social media efforts.


Advertising and branding are expected to feature spirited photography and bold colors, lots of illustration, pop-y three letter words that play off “Tru,” and an emphasis on connecting consumer through social — hotel lobbies will even include a social media wall.