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Tru by Hilton

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For the parent company, see Hilton Worldwide.
Tru by Hilton
IndustryHospitality
FoundedJanuary 2016
FounderHilton Worldwide
HeadquartersMcLean, Virginia, U.S.
ParentHilton Worldwide
Websitewww.trubyhilton.com

Tru by Hilton is a brand of hotels trademarked by Hilton Worldwide (NYSE: HLT).[1][2][3] The hotel brand was announced in January 2016 at the Americas Lodging Investment Summit in Los Angeles.[4] The first Tru by Hilton hotels are expected to open in late 2016.[5]

Operations

Tru by Hilton will operate as a franchise, under Hilton Worldwide. When the launch of the new brand was announced, Tru by Hilton had already signed over 100 franchise agreements.[6][7] The brand will occupy the mid-scale hotel market.[8] The hotels will offer limited food and beverage options and feature a social area characterized by a large central lobby, referred to as The Hive, that is divided into sections for eating, working, playing and lounging.[4] The front desk, called the Command Center, will also have a social media wall to engage guests.[9]

Tru by Hilton was designed to be scalable so that properties could vary in size and still fit in urban, suburban, airport or highway adjacent settings.[10] All of the brand's hotels will be newly built or created through the re-purposing of existing buildings. The brand's initial locations will be in the Atlanta, Dallas, Houston, Chicago, Denver, Portland and Nashville markets.[2][7]

References

  1. ^ Yu, Hui-Yong (25 January 2016). "Hilton Says New Tru Hotels May Become Company's Biggest Brand". Bloomberg Business. Retrieved 17 March 2016.
  2. ^ a b Glusac, Elaine (25 January 2016). "New From Hilton: Midpriced Hotels Geared Toward Millennials". The New York Times. Retrieved 17 March 2016.
  3. ^ Kell, John (25 January 2016). "Hilton Debuts New Chain to Win Over Millennials". Fortune. Retrieved 17 March 2016.
  4. ^ a b Bender, Andrew (27 January 2016). "Hilton Debuts Affordable 'Tru By Hilton' Brand for Millennials, Techies and Those Who Love Them". Forbes. Retrieved 17 March 2016.
  5. ^ Martin, Hugo (25 January 2016). "Hilton Plans Lower-Cost Brand With Several Hotels, Some in Southern California". Los Angeles Times. Retrieved 17 March 2016.
  6. ^ Higley, Jeff (25 January 2016). "Hilton Unveils Tru Brand to Fill Midscale Void". Hotel News Now. Retrieved 17 March 2016.
  7. ^ a b Stein, Lindsay (25 January 2016). "Hilton Introduces New Hotel Brand With Millennial Mindset". Advertising Age. Retrieved 17 March 2016.
  8. ^ Downey, Sean (28 January 2016). "'Tru' Story on Hilton's Newest Brand". Lodging Magazine. Retrieved 17 March 2016.
  9. ^ Steele, Anne (25 January 2016). "Hilton to Offer Value Brand Aimed at Younger Guests". The Wall Street Journal. Retrieved 17 March 2016.
  10. ^ Bubny, Paul (25 January 2016). "Hilton Aims at Midscale 'Gap' With New Brand". GlobeSt. Retrieved 17 March 2016.
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