Hilton Worldwide Changes the Game with a Revolutionary New Midscale Brand
Tru by Hilton makes spirited debut with 102 hotels signed, and 30 more in various stages of approval
MCLEAN, Va. - Hilton Worldwide (NYSE: HLT) today unveiled Tru by Hilton, a brand that is simplified, spirited and grounded in value, filling a massive void in the midscale category 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 by Hilton offers an experience unlike anything in its space, consistently delivered in a surprisingly affordable way.
Demonstrating owners' desire for a forward-thinking and innovative midscale brand with a strong value proposition, Hilton Worldwide 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, while at the same time delivering strong returns to our owners."
Pairing a stringent focus on operational efficiency with thoughtful innovation, Tru by Hilton is more than just a place to sleep, it's a true travel experience designed to deliver a strong value proposition for owners and guests. The brand will appeal to a broad range of travelers who span generations but think alike; they are united by a zest-for-life mindset - a youthful energy and a desire for human connection. No brand is meeting their needs in their price point today.
Tru by Hilton's innovative features include:
- All new-build hotels, which drive the consistency of experience for our guests.
- Reimagined, enlarged lobby with 2,880 square feet of public space with areas to work, play games, eat or lounge.
- Breakfast reinvented with a build-your-own complimentary "Top It" breakfast bar that has 30 sweet and savory toppings so guests can create their own healthy or indulgent morning masterpieces.
- Rooms are smaller and more efficiently designed with comfortable beds and 55" TVs. Bright, all-shower bathrooms feature premium bath amenities from Not Soap Radio.
- National and local brand gourmet snacks and drinks - including single-serve beer and wine - are available 24/7 in the "Eat. & Sip." market located in the heart of the lobby.
- Tech savvy hotel with mobile check-in, Digital Key, free Wi-Fi, remote printing, social media wall, lobby and market iPads, super-charging stations and accessibility to outlets everywhere.
- A fitness center that leverages the latest fitness trends through barre, TRX bands, free weights, cardio and flexibility gear, plus guests can get workout ideas from the fitness center tablet.
- All the benefits of a Hilton Honors membership are available to Tru by Hilton guests.
"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," said Jim Holthouser, executive vice president, global brands, 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. The first Tru by Hilton hotel is expected to open by the end of 2016 in the U.S.
"Knowing the intensive development process that was undertaken to create a distinctly different brand made expanding our presence in this rapidly-growing segment with Tru by Hilton an easy decision," said Mitch Patel, president and CEO of Vision Hospitality Group. "Hilton Worldwide's legacy of creating category-leading brands that complement, rather than compete with each other, gives us a competitive edge in the midscale category."
Tru by Hilton joins Hilton Worldwide, the largest, fastest-growing global hospitality company, which recently entered its 100th country. Driven by organic growth, the company has an industry-leading pipeline of 275,000 rooms**. Tru by Hilton follows a tradition of developing brands that challenge consumer mindsets and industry standards, and joins a portfolio of what is now 13 independent yet complementary hotel brands addressing the varying needs of guests and owners across price points.
Guests of Tru by Hilton will enjoy the benefits of Hilton HHonors, the award-winning loyalty program serving more than 50 million members. Hilton HHonors offers members exclusive benefits and more ways to redeem points than any other guest-loyalty program.
"As we developed Tru, we wanted to challenge everything we thought we knew about how a hotel in this category should be designed and to shift guests' behavior and expectations," said Phil Cordell, global head, focused service brands, Hilton Worldwide. "We feel that Tru by Hilton will deliver on that vision."
*Service of alcohol subject to state and local laws. Must be of legal drinking age.
** Including rooms approved but not yet signed.
Note: This press release was updated on October 30, 2017.
Director, Brand Public Relatons, Focused Services Brands, Hilton
+1 214 402 5524
Hilton (NYSE: HLT) is a leading global hospitality company with a portfolio of 18 world-class brands comprising more than 6,200 properties with more than 983,000 rooms, in 118 countries and territories. Dedicated to fulfilling its mission to be the world’s most hospitable company, Hilton welcomed more than 3 billion guests in its 100-year history, earned a top spot on the 2019 World’s Best Workplaces list, and was named the 2019 Global Industry Leader on the Dow Jones Sustainability Indices. In 2020, Hilton CleanStay was introduced, bringing an industry-defining standard of cleanliness and disinfection to hotels worldwide. Through the award-winning guest loyalty program Hilton Honors, the 108 million members who book directly with Hilton can earn Points for hotel stays and experiences money can’t buy, plus enjoy instant benefits, including digital check-in with room selection, Digital Key, and Connected Room. Visit newsroom.hilton.com for more information, and connect with Hilton on Facebook, Twitter, LinkedIn, Instagram and YouTube.
About Tru by Hilton
Tru by Hilton is a game-changing hotel brand with more than 130 open locations across North America, providing guests with a consistent, fun experience at an affordable price. Spirited, simplified, and grounded in value, Tru by Hilton is designed for cross-generational appeal, with a large, reimagined public space where guests can work, play, lounge, and eat. Efficiently designed modern guestrooms feature rolling desks, oversized windows for natural light, and bright, spacious bathrooms. Guests can enjoy complimentary amenities, including a build-your-own ‘Top It’ hot breakfast bar with both healthy and indulgent items and more than 35 toppings, a multifunctional fitness center, and fast WiFi. 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.Download Article Photos