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Hilton launches new midscale brand, Tru

Hilton Worldwide today unveiled Tru by Hilton, a midscale brand in the U.S. and Canada. Built from a belief that being “cost-conscious and having a great stay don’t have to be mutually exclusive,” Tru is making its debut with 102 hotels signed and 30 more in various stages of approval in cities including Atlanta, Dallas, Houston, Chicago, Denver, Portland and Nashville.

The typical Tru hotel will have 98 rooms and sit on 1.5 acres (0.6 hectares) of land. It will cost US$84,000 a room to build, excluding land.

Tru’s features include:

  • The Hive, a first floor of 2,770 square feet (844.3 meters) of open space with four zones for lounging, working, eating or playing
  • The Play Zone, filled with table games, a large-screen TV (featuring DirectTV), 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 snacks and refreshments, single-serve wine and beer, light meal options and other items 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
  • Guestrooms with all-white comfortable platform beds, 55-inch (139.7-centimenter) TVs and eight-foot (2.4-meter) wide windows
  • A fitness center
A rendering of an entry at a Tru-branded hotel
A rendering of an entry at a Tru-branded hotel

“We are incredibly excited to be launching Tru by Hilton, which will serve the largest segment of the hotel market, but a segment where no brand is meeting guests’ current needs,” said Christopher Nassetta, president and CEO of Hilton. “Tru will provide guests with a high-quality, contemporary, consistent and fresh experience at a great value for customers, while at the same time delivering strong returns to our owners.”

“More than 40% of all US hotel stays are within the midscale and economy sectors, and Tru by Hilton addresses a gap in the marketplace by appealing to the youthful mindset demographic, pushing the industry to marry quality and value,” said Jim Holthouser, executive vice president, global brands at Hilton. “We’re breaking through the clutter of undistinguished offerings to capture the hearts of today’s travelers and anticipating the needs of tomorrow’s guests, while delivering a hotel that’s a place travelers will want to go to rather than just through.”

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