Hilton Worldwide has unveiled a new midscale brand called ‘Tru by Hilton’.
Designed to fill what Hilton called “a massive void in the midscale category in the US and Canada”, Tru by Hilton will be a modern brand designed for travellers with 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 & CEO of 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.”
Key hotel features will include an open lobby area called ‘The Hive’, which will comprise spaces for working, eating, relaxing and playing. A central ‘Command Center’ will form the front desk area and will feature digital walls with real-time social media content, while a 24/7 market will serve snacks and refreshments, and the ‘Play Zone’ areas will come filled with table games, TVs and tiered, stadium-style seating.
All guests will be offered a complimentary ‘Build Your Own’ breakfast from a bar serving 30 sweet and savoury items, and all properties will feature a fitness centre.
In terms of rooms, all guests will be offered large windows, spacious bathrooms, comfortable beds, 55-inch TVs with more than 150 channels, complimentary Wi-Fi and plenty of power outlets. And hotels will also provide mobile check-in, room selection and digital keys through the Hilton app.
Hilton says it has already signed 102 hotels under the Tru by Hilton brand, and has an additional 30 hotels in various stages of approval, in cities including Atlanta, Dallas, Houston, Chicago, Denver, Portland and Nashville.
“More than 40% of all US 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, the company’s executive vice president of global brands.
“We’re breaking through the clutter of undistinguished offerings to capture the hearts of today’s travellers and anticipating the needs of tomorrow’s guests, while delivering a hotel that’s a place travellers will want to go to rather than just through.”
Tru by Hilton becomes Hilton Worldwide’s 13th hotel brand, although the company recently announced plans to merge its three long-stay brands – Embassy Suites, Homewood Suites and Home2 – into a single ‘All Suites’ brand.
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