Tru by Hilton

Starwood several years ago came up with Aloft Hotels, aimed at millenials with casual, colourful lobbies, snack stations, tons of solid and free Wi-Fi and more. They’re nice properties. I stayed at one in Orlando on Thursday night last week and loved the lobby area (great drinks at the bar and local art work) and the overall feel of the place. So that’s fine. Then today I read that Hilton is developing the “Tru by Hilton” brand, also aimed at millenials. Good idea, and I’m sure Aloft is flattered. But check out the photo I saw on a press release ... continue reading →