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Hilton ramps up roll-out of new Tru brand

Hilton Worldwide has kicked off a month of ground-breaking celebrations for its newest hotel brand, Tru.

This month will mark a major new phase in the roll-out of the midscale hotel concept, with work expected to start on 10 new-build hotels across the US. A ground-breaking ceremony in Pennsylvania started the ball rolling, and will be followed by events in Texas, Mississippi, Iowa, South Carolina, Alabama, New York and Virginia over the next 30 days.

Hilton holds the first of 10 ground-breaking ceremonies in Lancaster, Pa
Hilton holds the first of 10 ground-breaking ceremonies in Lancaster, Pa

Hilton first unveiled the Tru brand in January 2016 and broke ground on its first hotel, in the US state of Georgia, in March.

“We launched Tru with the goal of reinventing the midscale segment, and its phenomenal success proves the market was ready for this truly disruptive brand,” said Christopher J. Nassetta, president & CEO of Hilton Worldwide. “Tru has exceeded even our most optimistic growth expectations and we are thrilled to see it on the fast track to becoming our largest brand.”

Hilton has already signed agreements for 120 Tru hotels totalling more than 11,000 rooms. It is also negotiating on 200 additional properties comprising in excess of 18,000 rooms.

Focused on the North American market, Tru will feature a modern midscale design concept with features including open lobby areas, fitness centres and 24-7 self-service F&B areas, and amenities including free breakfast, mobile check-in and digital room keys.

The first Tru by Hilton property is expected to open in Oklahoma City in summer 2017.