Well that is what I was told by a VP for Hilton that I have been friends with for a dozen years.

It's a stripped down version, marketing to what Gen Z wants in hotels, and at a lower price point, just like what Hampton was doing 25 years ago..... Hampton still caters to the older generations that are willing to spend more money.... Tru, Spark and Home2 are going for the younger generations.... While Hampton, HGI, and Homewood are now for the older road warriors..... Heck Marriott was going to take out all the desks and provide laptop pillows or stands to use on the beds to cater to the same younger group. Glad they abandoned that after all the negative feedback from that brands core., but they have done it with some of the brands like Moxy.

Its reward level for choice benefits is the same as Hampton.... But if you aren't under 30, you are not really the target, but it is Hilton's new value brand going after the younger generation.... In 1999 Hilton bought Hampton Inn for that exact reason. Spark and Moxy are about the same.