Hilton announces Tru, an affordable, new hotel chain

Credit: Tru by Hilton

Credit: Tru by Hilton

This week, Hilton Worldwide announced a new hotel brand aimed at millennial travelers. Tru will be the chain's 13th brand with rooms starting at $80. 

Focusing on a more modern aesthetic, the hotel's features will include a 2, 770 square foot lobby called The Hive with distinct zones for lounging, working, eating or playing, a front desk complete with a social media wall, as well as a complimentary "build your own" breakfast bar.  

The hotel has already signed on 102 franchises with another 30 in various stages of approval in cities throughout the US, including Nashville, Denver, Portland and Chicago.

The first Tru hotel is expected to open in the US by the end of 2016. 

Images: Tru by Hilton