Hyatt’s new Hyatt House in Denver offers local art and craft beer. Marriott’s Moxy Hotels opened this April in New Orleans, with a photo booth in the lobby. And Hilton will begin rolling out Tru later this year, with rates starting at $90 per night. “The question was how to design a new hotel brand without thinking like a traditional hotel,” says Phil Cordell, Hilton’s global head of focused service. The answer: Think like a Starbucks, a community center and a modern office. So, what to expect? Entrepreneur.com compares Tru to Hampton by Hilton, the brand’s next step up. Get the full story at Entrepreneur.com