Hilton Worldwide Changes the Game with a Revolutionary New Midscale Brand
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.
"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."
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 zest-for-life mindset - a youthful energy and a desire for human connection. No brand is meeting their needs in their price point today.
Tru by Hilton's innovative features include:
- All new-build hotels, which drive the consistency of experience for our guests.
- Reimagined, enlarged lobby with 2,880 square feet of public space with areas to work, play games, eat or lounge.
- Breakfast reinvented with a build-your-own complimentary "Top It" breakfast bar that has 30 sweet and savory toppings so guests can create their own healthy or indulgent morning masterpieces.
- Rooms are smaller and more efficiently designed with comfortable beds and 55" TVs. Bright, all-shower bathrooms feature premium bath amenities from Not Soap Radio.
- National and local brand gourmet snacks and drinks - including single-serve beer and wine - are available 24/7 in the "Eat. & Sip." market located in the heart of the lobby.
- Tech savvy hotel with mobile check-in, Digital Key, free Wi-Fi, remote printing, social media wall, lobby and market iPads, super-charging stations and accessibility to outlets everywhere.
- A fitness center that leverages the latest fitness trends through barre, TRX bands, free weights, cardio and flexibility gear, plus guests can get workout ideas from the fitness center tablet.
- All the benefits of a Hilton Honors membership are available to Tru by Hilton guests.
"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."
Tru by Hilton'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."
Tru by Hilton joins Hilton Worldwide, the largest, fastest-growing global hospitality company, which recently entered its 100th country. Driven by organic growth, the company has an industry-leading pipeline of 275,000 rooms**. Tru by Hilton follows a tradition of developing brands that challenge consumer mindsets and industry standards, and joins a portfolio of what is now 13 independent yet complementary hotel brands addressing the varying needs of guests and owners across price points.
Guests of Tru by Hilton will enjoy the benefits of Hilton HHonors, the award-winning loyalty program serving more than 50 million members. Hilton HHonors offers members exclusive benefits and more ways to redeem points than any other guest-loyalty program.
"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."
*Service of alcohol subject to state and local laws. Must be of legal drinking age.
** Including rooms approved but not yet signed.
Note: This press release was updated on October 30, 2017.
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Hilton (NYSE: HLT) is a leading global hospitality company, with a portfolio of 14 world-class brands comprising more than 5,100 properties with nearly 838,000 rooms in 103 countries and territories. Hilton is dedicated to fulfilling its mission to be the world’s most hospitable company by delivering exceptional experiences – every hotel, every guest, every time. The company's portfolio includes Hilton Hotels & Resorts, Waldorf Astoria Hotels & Resorts, Conrad Hotels & Resorts, Canopy by Hilton, Curio Collection by Hilton, DoubleTree by Hilton, Tapestry Collection by Hilton, Embassy Suites by Hilton, Hilton Garden Inn, Hampton by Hilton, Tru by Hilton, Homewood Suites by Hilton, Home2 Suites by Hilton and Hilton Grand Vacations. The company also manages an award-winning customer loyalty program, Hilton Honors. Hilton Honors members who book directly through preferred Hilton channels have access to instant benefits, including a flexible payment slider that allows members to choose exactly how many Points to combine with money, an exclusive member discount that can’t be found anywhere else and free standard Wi-Fi. Visit newsroom.hilton.com for more information and connect with Hilton on Facebook, Twitter, LinkedIn, Instagram, and YouTube.
About Tru by Hilton
Tru by Hilton is a game-changing midscale hotel brand providing a simplified and spirited approach that is grounded in value for business and leisure travelers. The brand is modern and functional, offering social connectivity with reimagined public spaces, including an open lobby comprised of four areas where guests can work, play, lounge and eat. Designed to appeal cross generationally, guests enjoy complimentary amenities including a Build Your Own ‘Top It’ breakfast, coffee and tea; smaller, more modern and efficiently designed guestrooms with oversized windows for natural light; a multifunctional fitness center; and fast Wi-Fi. Premium snacks, light meal options and single-serve wine and beer are available for purchase at a 24/7 retail market. Tru by Hilton is part of Hilton Honors, the award-winning guest-loyalty program for Hilton’s 14 distinct hotel brands. Hilton Honors members who book directly through preferred Hilton channels have access to instant benefits, including a flexible payment slider that allows members to choose nearly any combination of Points and money to book a stay, an exclusive member discount that can’t be found anywhere else, and digital amenities like digital check-in with room selection and Digital Key, available exclusively through the industry-leading Hilton Honors app. Learn more at www.trubyhilton.com and connect with Tru by Hilton via social media at Facebook, Twitter, YouTube and Instagram.