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…
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