Following a fruitful year in mobile, Hilton is expanding on its current offerings and bringing an even more laser-focused mindset to its newest brand, which is designed to appeal to a wide range of travelers bound together by youthful energy and a millennial outlook. Tru by Hilton guests will be able to leverage their smartphones as the ultimate travel companions, thanks to a slew of digital features such as complimentary Wi-Fi and Digital Key entry. “Millennials, seemingly more than any other demographic, seek instant gratification,” said Ryan Williams, vice president of travel at Millward Brown Digital, Seattle. “Some hospitality brands are embracing this challenge with mobile features like digital key entry, mobile check-in, in-app room selection, mobile concierge, video streaming, etc. “And, as these features catch on, other brands will have to implement like offerings to remain in the millennial consideration set.” Get the full story at the Mobile Marketer Read also "Hilton announces new affordable hotel brand, Tru" and "Radio Interview with Cornell’s Professor Chekitan S. Dev on Hilton’s New Tru Brand Targeting Millennials" at Hotel-Online