I believe this is aimed at a trendy / posh millennial crowd. It's a neat concept hotel and I will definitely try it out, even though I am not a millennial. SPG has had the aLoft brand for awhile so it only makes sense that Hilton tries to get it's share of the market.
Per their press release the hotel will include:
* The Hive, a first floor experience that's more than a lobby - 2,770 square-feet of open space with unique ways for guests to engage with others or spend time alone - in one of four distinct zones for lounging, working, eating or playing.
* The Play Zone, filled with table games, a large-screen TV (featuring DIRECTV), and tiered, stadium-inspired seating.
* A centrally located Command Center - a re-envisioned front desk - featuring a social media wall with real-time content to foster engagement among guests, and a 24/7 market offering fun snacks and refreshments, single-serve wine and beer*, healthy light meal options and sundries for purchase.
* A complimentary "Build Your Own" breakfast consisting of a toppings bar with 30 sweet and savory items allowing guests to customize bagels, donuts, Greek yogurt and oatmeal to satisfy their taste buds and cravings.
* Smart and efficiently designed guest rooms full of the things that matter most - all-white comfortable platform beds, 55" TVs, eight-foot wide windows, access to power everywhere, and surprisingly spacious bathrooms.
* A fitness center that defines wellness trends, rather than follows them, with a concept focused on cardio, strength and flexibility.
* A technology-forward mentality featuring segment-leading complimentary Wi-Fi bandwidth allowing guests to download and stream content on their devices, plentiful power sources, and mobile check-in, room selection and Digital Key available through the Hilton HHonors mobile app.
* A collaboration with DIRECTV, offering guests more than 150 channels, like they have at home.
* Rooms and linens cleaned by P&G Professional's (NYSE: PG) top hospitality brands, including Tide® ProfessionalTM, Swiffer® ProfessionalTM and Febreze® ProfessionalTM to help enhance the guest experience and drive operational efficiencies.
* A brand personality that's full of life with a spirited culture grounded in a thoughtful, reliable and unflappable approach to guest service.
You can see their announcement here
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