Tru by Hilton Achieves Unprecedented Growth in 2017
MCLEAN, Va. - Hilton's (NYSE: HLT) new midscale hotel brand, Tru by Hilton experienced a milestone year in 2017. Tru by Hilton opened its first-ever property in Oklahoma City followed by eight additional hotel locations, and expanded internationally with signed deals for three locations in Canada. In addition, the first-ever Tru by Hilton and Home2 Suites by Hilton dual-brand hotel celebrated its grand opening in Murfreesboro, Tennessee. With more than 470 hotels in various stages of development, Tru by Hilton continues to fuel the fastest-growing development pipeline in the history of the hospitality industry.
"When we created Tru by Hilton, we set out to change the game, and we did. Tru by Hilton is the very first brand to meet the needs of a previously underserved group of travelers who seek simplicity and value without compromising quality and design," said Alexandra Jaritz, global head, Tru by Hilton. "The proof is in the pipeline. We're thrilled with this year's momentum and accomplishments, and we're excited to continue our incredible growth in 2018."
Developed from the ground up using consumer and owner feedback, and brought to market just 16 months from when it launched at the 2016 Americas Lodging Investment Summit (ALIS), Tru by Hilton offers a brand-new hotel experience that is vibrant, affordable and young-at-heart. It is energetic, but also relaxing and comfortable. It is familiar, yet unexpected. It is uniquely Tru.
In May 2017, Hilton celebrated the grand opening of the first-ever Tru by Hilton - the company's 5,000th hotel - at Tru by Hilton Oklahoma City Airport. Since the brand's first property opening in Oklahoma City, Tru by Hilton celebrated the opening of eight additional locations across the U.S. in McDonough, Georgia; Lancaster, Pennsylvania; Cheyenne, Wyoming; York, Pennsylvania; Murfreesboro, Tennessee; Stuttgart, Arkansas; Las Vegas, Nevada; and Portland, Maine.
Tru by Hilton has re-energized the midscale segment to create a hotel experience for guests and owners that's simplified, spirited, and grounded in value. The brand team invested in the amenities and experiences that matter most to guests: a comfortable bed, a high-quality shower, top-rate in-room entertainment, a free build-your-own "Top It" breakfast bar, Wi-Fi with super-fast bandwidth, a 2,880-square-foot lobby with areas for guests to work, play games, eat and lounge, and a 24/7 "Eat. & Sip." market with gourmet snacks and drinks, including single-serve wine and beer.
The brand offers a unique, innovative opportunity for both owners and developers to enter the midscale segment. They have the option to scale the prototype up to 130 rooms and down to 82 rooms without significant adjustments needed to the house spaces. The land requirement for Tru by Hilton properties is only 1.58 acres, providing more flexibility in the location and room count of the property, which has quickly attracted interest from developers. Tru by Hilton continues to improve and optimize the brand's features based on feedback from owners and guests alike to consistently meet their needs and expectations like no other brand in this market has done before.
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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.