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 hotel brand with more than 150 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. Efficiently designed modern guestrooms feature rolling desks, oversized windows for natural light, and bright, spacious bathrooms. Guests can enjoy complimentary breakfast 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.
Hilton (NYSE: HLT) is a leading global hospitality company with a portfolio of 18 world-class brands comprising more than 6,300 properties and more than one million rooms, in 118 countries and territories. Dedicated to fulfilling its mission to be the world’s most hospitable company, Hilton has welcomed more than 3 billion guests in its more than 100-year history, earned a top spot on the 2020 World’s Best Workplaces list, and was named the 2020 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 more than 110 million members who book directly with Hilton can earn Points for hotel stays and experiences money can’t buy, plus enjoy instant benefits, including contactless 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.Download Article Photos