Hilton Hotels Unveil New Brand: TRU by Hilton!


Hilton Hotels & Resorts has unveiled a new brand which will be joining the Hilton portfolio in North America: TRU by Hilton.

Hilton TRU

The new brand will fill a void in the mid-scale and lifestyle segment with fresh architecture, large and functional public spaces and DirecTV options.

Mid-Scale hotels with rates between 80-100$ are quite popular and in high demand, not only in North America but worldwide. Competitors such as Starwood entered this market a few years ago already with their Aloft brand which has spread all over the world.

With TRU, Hilton is following suit in building it’s own lifestyle brand and from the model pictures released by them they look much better than what the competition offers. The first TRU hotel is expected to open in late 2016.

You can access Hilton’s press release here and find additional images here in the gallery.

Hilton Worldwide (NYSE: HLT) today unveiled Tru by Hilton, a brand that is simplified, spirited and grounded in value, filling a massive void in the midscale category in the U.S. and Canada. Built from a belief that being cost conscious and having a great stay don’t have to be mutually exclusive, Tru by Hilton offers an experience unlike anything in its space, consistently delivered in a surprisingly affordable way.

Demonstrating owners’ desire for a forward-thinking and innovative midscale brand with a strong value proposition, 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 and Nashville. …

Pairing a stringent focus on operational efficiency with thoughtful innovation, Tru by Hilton is more than just a place to sleep, it’s a true travel experience designed to deliver a strong value proposition for owners and guests. The brand will appeal to a broad range of travelers who span generations but think alike; they are united by a millennial mindset – a youthful energy, a zest for life and a desire for human connection.

Personally I started to like these types of mid-scale hotels that are semi-full service. Especially in North America where the average hotel experience is rather dismal and the quality of hotel lounges is nothing to write home about I much rather prefer to pay somewhat less per night and then have an open space to sit and enjoy a coffee while using the ipad etc.

TRU Infographic

Some of the new brands features are:

  • The Hive, a first floor experience that’s more than a lobby – 2,770 square-feet of open space with unique ways for guests to engage with others or spend time alone – in one of four distinct zones for lounging, working, eating or playing.
  • The Play Zone, 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 – featuring a social media wall with real-time content to foster engagement among guests, and a 24/7 market offering fun snacks and refreshments, single-serve wine and beer*, healthy light meal options and sundries for purchase.
  • A complimentary “Build Your Own” breakfast consisting of a toppings bar with 30 sweet and savory items allowing guests to customize bagels, donuts, Greek yogurt and oatmeal to satisfy their taste buds and cravings.
  • Smart and efficiently designed guest rooms full of the things that matter most – all-white comfortable platform beds, 55″ TVs, eight-foot wide windows, access to power everywhere, and surprisingly spacious bathrooms.
  • A fitness center that defines wellness trends, rather than follows them, with a concept focused on cardio, strength and flexibility.
  • A technology-forward mentality featuring segment-leading complimentary Wi-Fi bandwidth allowing guests to download and stream content on their devices, plentiful power sources, and mobile check-in, room selection and Digital Key available through the Hilton HHonors mobile app.
  • A collaboration with DIRECTV, offering guests more than 150 channels, like they have at home.
  • Rooms and linens cleaned by P&G Professional’s (NYSE: PG) top hospitality brands, including Tide® ProfessionalTM, Swiffer® ProfessionalTM and Febreze® ProfessionalTM to help enhance the guest experience and drive operational efficiencies.

“More than 40 percent of all U.S. 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, executive vice president, global brands, Hilton Worldwide. “We’re breaking through the clutter of undistinguished offerings to capture the hearts of today’s travelers and anticipating the needs of tomorrow’s guests, while delivering a hotel that’s a place travelers will want to go to rather than just through.”

“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. “We feel that Tru by Hilton will deliver on that vision.”

That sounds quite enticing to me and I’m very excited to see what comes out of it. Hopefully Hilton will be able to procure a property in Vancouver where I can see this concept to fare exceptionally well.


I’m surprised that it took Hilton quite some time to discover this market segment for themselves. As noted, Starwood came up with the aloft brand years ago and has been developing it ever since. Maybe management at Hilton had a change of heart after investigating the market and discovering that a new generation of travelers try to go for another concept other than the traditional full service hotel or that rather boring Hampton Inn experience.

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