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01/26/2016 01:08 PM ID: 102577 Permalink   

Hilton Announces New Affordable Brand


Hilton said it is launching a new hotel brand, Tru by Hilton, aimed at young travelers. "I ultimately think this will be our biggest brand over time," Hilton CEO Christopher Nassetta believes.

102 hotels are scheduled to open by the end of the year and Hilton has another 30 pending in cities including Atlanta, Dallas, Houston, Chicago, Denver and Portland, Oregon.

With rooms priced between $90 to $100 per night, the company hopes its new brand will compete with existing economy chains like Fairfield Inn and La Quinta.

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