MCLEAN, Va. — Hilton Worldwide has unveiled its new mid-scale brand, Tru by Hilton.
“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, 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 Tru by Hilton 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. Defining features of the concept include a centrally located Command Centre with a social media wall, a 24-7 market, a Play Zone filled with table games and efficiently designed guestrooms featuring platform beds, 55” TVs, plenty of outlets and spacious bathrooms.
Hilton Worldwide currently has 102 hotels signed and an additional 30 hotels in various stages of approval in cities such as Atlanta, Dallas, Houston, Chicago, Denver, Portland and Nashville. The first Tru by Hilton hotel is expected to open by the end of 2016 in the U.S.