Hilton Worldwide has unveiled Tru by Hilton, a new midscale brand in the U.S. and Canada to target younger travelers, the company announced during the Americas Lodging Investment Summit in Los Angeles.
Tru by Hilton is the Mclean, Virginia-based hotel group’s 13th brand and already has 102 hotels signed with an additional 30 hotels in various stages of approval in cities including Atlanta, Dallas, Houston, Chicago, Denver, Portland, and Nashville. The first Tru by Hilton brand is expected to open at the end of 2016.
“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,” says Christopher J. Nassetta, president and CEO of Hilton Worldwide. “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.”
The brand will offer rates between $90 and $100 and appeal to a broad range of travelers who are united by a millennial mindset—a youthful energy, a zest for life, and a desire for human connection.
Tru by Hilton’s features include: the Hive, a first floor lobby experience, which offers 2,770 square feet of open space broken down into four distinct zones; the Play Zone, filled with table games, a large-screen TV, and tiered, stadium-inspired seating; a re-envisioned front desk that features a social media wall with real-time content to foster engagement among guests; a 24/7 market offering snacks and refreshments, single-serve wine and beer, healthy meal options, and sundries for purchase; and many more.
Mobile check-in, room selection, and Digital Key are available through the Hilton HHonors mobile app. Wifi will be complimentary.
Smart and efficiently designed guestrooms include platform beds, 55-inch TVs, 8-foot wide windows, access to power everywhere, and spacious bathrooms.
“More than 40 percent of all U.S. 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,” says Jim Holthouser, executive vice president, global brands for Hilton Worldwide. “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.”
Tru by Hilton’s prototype was designed to be easily scalable to fit urban, suburban, highway and airport adjacent locations. The prototype is also adaptable to dual-branded hotels.Â
