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Hilton Worldwide Launches New Midscale Brand

MCLEAN, VA—Hilton Worldwide today unveiled Tru by Hilton, a midscale brand in the U.S. and Canada. The company already has 102 hotels signed and an additional 30 hotels in various stages of approval in cities including Atlanta; Dallas; Houston; Chicago; Denver; Portland, OR; and Nashville, TN.

“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. “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 company, Try by Hilton is designed to deliver a strong value proposition for owners and guests, and will attempt to appeal to a broad range of travelers who exemplify a Millennial mindset.

Tru by Hilton features four distinct zones for lounging, working, eating or playing such as the Hive, a first-floor, 2,770-sq.-ft. open space. The Play Zone will be 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—will feature a social media wall with real-time content. And, a 24/7 market will offer snacks and refreshments, single-serve wine and beer, light meal options and sundries for purchase. Other public spaces include a fitness center.

“More than 40% 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, EVP, 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.”

The brand’s prototype was designed to be easily scalable to fit urban, suburban, highway and airport-adjacent locations. The prototype is also adaptable to dual-branded hotels. The first Tru by Hilton hotel is expected to open by the end of 2016 in the U.S.

“Knowing the intensive development process that was undertaken to create a distinctly different brand made expanding our presence in this rapidly growing segment with Tru by Hilton an easy decision,” said Mitch Patel, president and CEO of Vision Hospitality Group. “Hilton Worldwide’s legacy of creating category-leading brands that complement, rather than compete with each other, gives us a competitive edge in the midscale category.”