Hilton Worldwide today unveiled Tru by Hilton, a midscale brand in the U.S. and Canada. Try by Hilton is designed to deliver a strong value proposition for owners and guests, and will attempt to appeal to a broad range of travelers who exemplify a Millennial mindset. “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.”
Tru by Hilton features four distinct zones for lounging, working, eating or playing such as the Hive, a first-floor, 2,770-sq.-ft. open space. The Play Zone will be 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 – will feature a social media wall with real-time content. And, a 24/7 market will offer snacks and refreshments, single-serve wine and beer, light meal options and sundries for purchase. Other public spaces include a fitness center.
The brand’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.
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, OR; and Nashville, TN.