Hilton to Debut New, Affordable Hotel Brand, Tru

By Paul Riegler on 25 January 2016
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DSC_0782Hilton announced the introduction of a new brand aimed at younger travelers and a “millennial” mindset, Tru by Hilton.

It will be the hotelier’s 13th brand and its reentry into the midscale hotel segment in the United States and Canada.

Tru by Hilton properties will have what the company calls “the hive,” the brand’s version of a lobby that will be located on the first floor and offer 2,770 square feet (257 square meters) of open space.

Hilton says the area will have four zones, for lounging, working, eating, or playing. Table games, stadium seating, and a large-screen TV will be located in the play zone.

Guestrooms will be outfitted with platform beds, 55” TVs, and eight-foot- (two-meter-) wide windows. Complimentary Wi-Fi will also be available at Tru by Hilton properties.

The properties will have a complimentary “Build Your Own” breakfast bar, which will offer 30 sweet and savory toppings for items such as bagels, oatmeal, donuts, and Greek yogurt. A 24-hour market with snacks and drinks, including wine and beer, will also be located on property.

All Tru by Hilton hotels will participate in the Hiltons HHonors guest loyalty program. Rates will vary by location but are expected to be in the $90 to $100 per night range.

The company says that 102 hotels have already signed on to become Tru properties. In addition, another 30 hotels are in various stages of approval, in cities such as Atlanta, Dallas, Houston, Chicago, Denver, Portland, and Nashville. The first Tru by Hilton is scheduled to open by the end of this year.

(Photo: Accura Media Group)

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