Tribeca Firm 10-inch Gel-Infused Mattress

How firm is firm?
I’m looking to replace a memory foam mattress I bought here 5 years ago and it wasn’t firm in the first place and now it’s way too soft.
Is this approaching hotel mattress firm or is it just firm for a foam mattress?

went looking for feedback and found it here with some reviews. No one talks about how firm it is but the last comment says it was as good as the Hilton, which in my experience has very firm mattresses with pillow top
http://www.qualityrest4less.com/Tribeca-Mattress-p/tribecamattress.htm