Tru by Hilton Unveils Updated Prototype
Guestroom, public space and breakfast enhancements underscore the brand’s dedication to guest satisfaction and owner returns
MCLEAN, Va. - The fastest brand to launch in industry history, Hilton’s (NYSE: HLT) midscale hotel brand, Tru by Hilton, is demonstrating a continued commitment to innovation, guest satisfaction and owner returns with the rollout of an enhanced prototype. Guided by strategic partnerships with key stakeholders including owners, guests, property team members, general contractors and architects, Tru by Hilton is elevating the guest experience through several design refinements to guestrooms and public spaces, and the addition of hot breakfast offerings. Tru by Hilton continues to change the game in the midscale hotel category by constantly looking for opportunities to evolve to meet and exceed traveler expectations and deliver a consistent, quality stay at an affordable price.
“Every great brand continually evolves,” said Alexandra Jaritz, global head, Tru by Hilton. “And, as a new brand with a ‘disruptive’ strategy, we felt the need to evolve faster and better than most. We heard from owners and guests that we had nearly all things right with the Tru by Hilton concept. But, as with any new product, we needed to make a few adjustments, which have proven during beta tests to be overwhelmingly popular with our guests and owners. Fortunately, we are at a point in our growth as a brand in which we’re able to quickly and nimbly incorporate learnings from our 24 open properties, and further refine, value-engineer and generally improve the overall prototype concept.”
The updated prototype includes:
- Guestroom upgrades: Tru by Hilton has enhanced the guestrooms by adding bedside and workspace lighting (with the convenience of bedside control), as well as increasing storage and hanging capacity, making it easier to stow on the go. To optimize even further for both work and play, guestrooms feature a completely new mobile desk and media area, creating a larger and more flexible in-room work surface, complete with a sleek TV wall unit with sound absorption qualities. In partnership with the brand, all existing properties are in the process of being retrofitted with a movable desk solution. Click here to download the high-resolution image file.
- Lobby design updates: Tru by Hilton’s 2,880 square foot lobby, with its four signature brand areas, continues to be one of the brand’s key differentiators. The Eat, Work, Lounge and Play areas are designed for social activation and revenue generation, with a seamless flow between social areas. The lobby gives guests the option to be alone, socially alone or engaged with others. To optimize the lobby even further, Tru by Hilton replaced the stadium-style seating with a large sectional sofa, which creates a clear delineation between table games and board games, and improves the TV-watching experience – all with greater comfort and flexibility. Click here to download the high-resolution image file.
- Elevated breakfast: Tru by Hilton’s signature “Top It” breakfast, with an array of more than 35 sweet and savory toppings, features a few new hearty hot additions. Guest feedback indicated an appetite for a greater selection of protein and hot breakfast items, so we have made targeted changes, providing guests with a more robust breakfast. In addition, simplified graphics, streamlined presentation, heightened team member engagement, and an updated consumer messaging campaign will keep the spirit of the brand front and center. Click here to download the high-resolution image file.
Tru by Hilton properties feature the amenities and experiences that matter most to guests, including comfortable beds, smaller, more efficiently designed rooms with a mobile desk, large bathrooms with premium bath amenities, top-rate in-room entertainment, a complimentary build-your-own "Top It" breakfast bar with hot items, a 2,880-square-foot lobby with areas for guests to work, play games, eat and lounge, and a 24/7 "Eat. & Sip." market with gourmet snacks and drinks, including single-serve wine and beer. The tech-savvy hotels feature mobile check-in, Digital Key, free Wi-Fi, remote printing, a social media wall, lobby tablets and accessibility to outlets everywhere. Additionally, Tru by Hilton properties offer fitness centers that leverage the latest fitness trends including barre, TRX bands, free weights, cardio and flexibility gear.
Tru by Hilton is part of Hilton Honors, the award-winning guest-loyalty program for Hilton’s 14 distinct hotel brands. Hilton Honors members who book directly through preferred Hilton channels save time and money, and gain instant access to the benefits they care about most, such as an exclusive member discount, free Wi-Fi and a flexible payment slider that allows members to choose nearly any combination of Points and money to book a stay. Members can also redeem their Points for free nights, to gain access to unique events through the Hilton Honors auction platform or to make purchases at Amazon.com with Amazon Shop with Points.
About Tru by Hilton
Tru by Hilton is a game-changing midscale hotel brand providing a simplified and spirited approach that is grounded in value for business and leisure travelers. The brand is modern and functional, offering social connectivity with reimagined public spaces, including an open lobby comprised of four areas where guests can work, play, lounge, and eat. Designed to appeal cross-generationally, guests enjoy complimentary amenities, including a free Build Your Own ‘Top It’ breakfast with hot items, coffee, and tea; smaller, more modern, and efficiently designed guestrooms with a rolling desk and oversized windows for natural light; a multifunctional fitness center; and fast Wi-Fi. Premium snacks, light meal options and single-serve wine and beer are available for purchase at the 24/7 Eat. & Sip. market. Hilton Honors members who book directly through preferred Hilton channels have access to instant benefits. Learn more at www.trubyhilton.com or newsroom.hilton.com/trubyhilton, and connect with Tru by Hilton on Facebook, Twitter, YouTube, LinkedIn and Instagram.
Hilton (NYSE: HLT) is a leading global hospitality company, with a portfolio of 14 world-class brands comprising more than 5,400 properties with nearly 880,000 rooms, in 106 countries and territories. Hilton is dedicated to fulfilling its mission to be the world’s most hospitable company by delivering exceptional experiences – every hotel, every guest, every time. The company's portfolio includes Hilton Hotels & Resorts, Waldorf Astoria Hotels & Resorts, Conrad Hotels & Resorts, Canopy by Hilton, Curio Collection by Hilton, DoubleTree by Hilton, Tapestry Collection by Hilton, Embassy Suites by Hilton, Hilton Garden Inn, Hampton by Hilton, Tru by Hilton, Homewood Suites by Hilton, Home2 Suites by Hilton and Hilton Grand Vacations. The company also manages an award-winning customer loyalty program, Hilton Honors. Hilton Honors members who book directly through preferred Hilton channels have access to instant benefits, including a flexible payment slider that allows members to choose exactly how many Points to combine with money, an exclusive member discount that can’t be found anywhere else, and free standard Wi-Fi. Visit newsroom.hilton.com for more information and connect with Hilton on Facebook, Twitter, LinkedIn, Instagram, and YouTube.