The reinvigoration of the hotel industry through youthful offerings and lower prices

Later this year, Hilton Worldwide will launch a new brand in the United States and Canada aimed at tapping into the midscale hotel market. But rather than sacrifice experience for affordability, Tru by Hilton will use minimal design and modern amenities as a way of satisfying both the minds and hearts of an important segment of travelers.

Today, the midscale market space in the hotel industry is between 15-20 million people, and 15-20 percent of Hilton's customers are already booking these types of rooms, but with other companies. If Tru is Hilton's attempt at grabbing a slice of this pie, then travelers in this market segment seem to be in for a treat.

EXCLUSIVE MEMBER CONTENT
PSFK provides access to this article and every report, case-study, interview, and analysis that we publish for our members. PSFK Professional Membership also unlocks accessto unlimited customized research assistance and our database of over 100,000 insights on innovation trendspanning across eight industry sectors—from culture and brand to retail and customer experience.
Already a members? Log in