Hilton Wants New Brand ‘Tru’ to Fill Mid-Scale Hotel Void

Hilton has launched a new brand, Tru by Hilton, in the United States and Canada.

Hilton Worldwide is making efforts to fill a void in the U.S. and Canadian mid-scale hotel market by launching a new brand, Tru by Hilton.

Tru is a simplified and innovative travel experience designed to appeal to guests of all ages with a Millennial mindset: “a youthful energy, a zest for life and a desire for human connection,” the company said in a release.

“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, in the release. “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.”

According to the release, each Tru hotel—of which 102 properties are already signed on—will have these features:

• The Hive, an enhanced lobby with zones for lounging, working, eating or playing
• The Play Zone, an area with table games, TV and tiered stadium-inspired seating
• A social media wall with real-time content to foster engagement among guests
• A 24/7 market
• A free DIY breakfast bar
• A fitness center focused on cardio, strength and flexibility
• Complimentary Wi-Fi
• Mobile check-in, room selection and Digital Key

“As we developed Tru, we wanted to challenge everything we thought we knew about how a hotel in this category should be designed and to shift guests’ behavior and expectations,” said Phil Cordell, global head, focused service brands, Hilton Worldwide, in the release. “We feel that Tru by Hilton will deliver on that vision.”

[Hotel Rendering: FRCH/Courtesy of Hilton via AP]