Hilton Worldwide recently unveiled Tru by Hilton, a brand that it says is “simplified, spirited and grounded in value,” competing within the midscale hotel category in the U.S. and Canada.
Hilton says the new brand is built from a belief that being cost conscious and having a great stay don’t have to be mutually exclusive and that Tru by Hilton aims to offer a memorable experience for guests.
The hotel chain already has 102 hotels signed and an additional 30 hotels in various stages of approval in cities including Atlanta, Dallas, Houston, Chicago, Denver, Portland and Nashville.
"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 J. Nassetta, president and CEO, Hilton Worldwide. “Tru will provide guests with a high-quality, contemporary, consistent and fresh experience at a great value for customers.”
Tru by Hilton was designed to appeal to a broad range of travelers who span generations but think alike; “they are united by a millennial mindset—a youthful energy, a zest for life and a desire for connection.”
Each Tru by Hilton property will include:
- The Hive, a first floor experience that’s more than a lobby—2,770 square-feet of open space with unique ways for guests to engage with others or spend time alone—in one of four distinct zones for lounging, working, eating or playing.
- The Play Zone, filled with table games, a large-screen TV (featuring DIRECTV), 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 fun snacks and refreshments, single-serve wine and beer and healthy light meal options.
- 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.
- Smart and efficiently designed guest rooms full of the things that matter most—all-white comfortable platform beds, 55” TVs, eight-foot wide windows, access to power everywhere.
- A fitness center that defines wellness trends, rather than follows them, with a concept focused on cardio, strength and flexibility.
- A technology-forward mentality featuring segment-leading complimentary Wi-Fi bandwidth allowing guests to download and stream content on their devices, plentiful power sources, and mobile check-in, room selection and Digital Key available through the Hilton HHonors app.
- A collaboration with DIRECTV, offering guests more than 150 channels, like they have at home.
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.
The first Tru by Hilton hotel is expected to open by the end of 2016 in the U.S.
