Crazyhotelguy

There is definitely a market for minimalistic properties like this. Definitely, not my thing, but if I have a choice of LaQuinta, Ramada, Quality, or Tru, I may bite.

I have stayed at much worse, and it is nice to have a Hilton product in a lower tier. It is that inner FT'er in me that seeks point value

IsleOfMan

This is a pretty spot-on part of the analysis... if a single-room on AirBNB is going for $50/night and a room at Tru is $75/night, your 22-yr old taking their first real vacation on their own out of college would likely be doing the math on having basic breakfast included and not sharing a space with a stranger, and at an extra $25/night they'd be more likely to swing towards Tru than they would at $100-$125/night at Hampton. That same $75/night at an EconoLodge, Microtel, Red Roof, Motel 6, etc might skew the match more in the direction of AirBNB.

At the other end of the spectrum, I'd likely be most interested in these properties for points redemption IF they sit at Cat 1 when a nearby Hampton might sit at Cat 2. For half the points on leisure trips without the kids, and at less than $0.01/point I can see the value for sure.

worldwidedreamer

Born in 1980 I'm at the old end of the millennial demographic; this concept really intrigues me.

Lonely Planet has always seemed lonely. I bring the wife along for leisure travel, but would love to meet other folks when working. Youth Hostels are too down market and, honestly, traditional Hiltons seem bland.

If Tru can bring more community and fun, it might convince me to switch my brand preference from Aloft, W and the other star whatever brands.

Live4Upgrade

They should just build more HGI's and knock-down/sell-off super old Hamptons and be done with it. HGI's work well, have a (usually) reasonable price point, have a good breakfast, and are consistent.

calwatch

As a millennial I think the community aspect is what is most appealing. Generally I am an IHG guy and primarily stay at Holiday Inn Expresses, Candlewoods, and Staybridges, but with the Diamond status match approved I am trying to get into Hiltons this year and found them to be too upscale, compared to HIX (especially since my business travel has to fit with the state government reimbursement rate - which only HIX and Hampton do). Putting in a few pool tables or some racing game downstairs could improve community.

On the other hand, in my 20's, I happily stayed at Motel 6's, Econolodges, and Comfort Inns all the time and I would not want to pay the extra $30-$50 a night for a Best Western or a HIX. As for HGI, I've often found them more expensive than old line Hiltons for some strange reason.

GVA

This brand's name will be a good laugh in France.

Other than that, was it possible to copy Aloft any more than they did here ?

serpens

HGI has breakfast? I was under the impression it didn't, unless one bought a package or had status.

arlflyer

This being FT, it is presumed that one has status. And, if one plans to stay more than a couple nights a year in hilton properties and is US based, getting gold through the reserve card is a no brainer.

Crazyhotelguy

They only missed the bar

serpens

Yes, there does seem to be that attitude. What's a poor schmuck traveling on his own dime supposed to do?

Ah, that's what a poor schmuck is supposed to do. But why the Reserve card? The Surpass card seems like a (slightly) better deal, since it has extra points for groceries and gas. I suppose it's a balance between gas and groceries or a free weekend night each year. Am I missing anything else?

arlflyer

Nope. I just like the free night every year because I can usually use it at a place where the rack rate will be $500+, and I have other gas/grocery cards in my wallet. So I often forget about the Surpass. Plus I just generally don't like AMEX these days.

3Cforme

Based on the description of room size and amenities they're going to need prices well below HGI.

I've never seen a Hampton nor HIX breakfast rise to the level of good. 'Not awful' is about the highest remark I'll give them.

Decent noise control is a sacrifice made at aloft, and, IMHO by Marriott at some of the Fairfield Inns of the 90s. Construction budgets get squeezed too tight. Nasty cheap = bad night's sleep.

ChiefNWA

I'm a millennial born in '93. I for one will never go out of my way to stay in one of these. The design and overall portrayal of the brand is borderline insulting. We may be more technology and social based compared to other generations but we don't sit around watching the Disney Channel at age 22. Seriously, "wow. ohh. bam. win." What?!

Don't get me wrong, if I see one of these for $90/night in Lower Manhattan in the summer or in central London during the summer I'd be all over it. Otherwise, I'll stick to my trusty Doubletree/Hilton.


I've had one HIX where breakfast is what I'd deem as "good". They had bacon, waffles, three differently cooked eggs (including poached with Hollandaise on the side), the largest rack of bread/muffins I've ever seen in a hotel and countless other breakfast foods. But of course, this was in Singapore. Compare that to the HIX I just checked out of in Barcelona... oh my, as much as I like tomatoes and corn flakes...

dtremit

Looking at the renders, the room is indeed cramped: doesn't look like there's so much as a decent chair, and the king room is much smaller than the two queen. Something I expect in NYC, but not in the suburban settings they seem to be imagining for the new builds. I am at the upper end of the demographic for this, and I think they are missing the mark here. Hilton would do better to aim for the (most recent, new build) Hyatt Place design, or Hotel Indigo; they're current, but not quite so likely to be outdated in five minutes.

Maybe they've improved, but I've found the fit/finish at Aloft to be pretty terrible in execution (though it looks good in photos). I'd hate to imagine what worse would look like.

3Cforme

That mirrors my sentiment - and I was at two alofts last week.