MCLEAN, VA—Hilton Worldwide said Monday it would launch a new midscale hotel brand, Tru by Hilton, with 102 locations already signed and another 30 in various stages of approval. The announcement was made in connection with the Americas Lodging Investment Summit conference under way in Los Angeles through Tuesday.

"More than 40% of all US hotel stays are within the midscale and economy sectors," says Jim Holthouser, EVP, global brands, Hilton Worldwide. "Tru by Hilton addresses a gap in the marketplace by appealing to the youthful mindset demographic, pushing the industry to marry quality and value."

Phil Cordell, global head, focused service brands, adds that the design was intended "to challenge everything we thought we knew about how a hotel in this category should be designed and to shift guests' behavior and expectations." The hotelier says the new brand, its 13th, could reach up to 18 million new travelers, mainly although not exclusively among the Millennial generation.

The new brand's target demographic, according to Hilton, has in common "a desire for human connection" and want to have "a hotel experience, rather than just a 'stop along the way.' " Helping to create that experience will be features including the Hive, a first-floor area with four distinct zones for lounging, working, eating or playing; the Command Center, described as "a re-envisioned front desk" that features a social media wall with real-time content to foster engagement among guests; and "a technology-forward mentality" that runs the gamut from complimentary Wi-Fi bandwidth to mobile check-in and room selection.

With a footprint of less than two acres, Tru by Hilton's prototype was designed to be easily scalable to fit locations in urban, suburban, highway and airport-adjacent settings. The prototype is also adaptable to dual-branded hotels.

The first Tru by Hilton hotel is expected to open by the end of 2016 in the US. Markets that have been targeted thus far include Atlanta, Dallas, Houston, Chicago, Denver, Portland and Nashville. Bloomberg Business reported that Hilton CEO Christopher Nassetta said Tru could eventually become Hilton's biggest brand.

"This is a space that is ripe for disruption," Nassetta said of the midscale hotel segment, according to Bloomberg. "Nobody's really doing it well."