Tru by Hilton
 | |
| Franchise | |
| Industry | Hospitality |
| Founded | January 2016 |
| Founder | Hilton Worldwide |
| Headquarters | McLean, Virginia, U.S. |
| Parent | Hilton Worldwide |
| Website | www.trubyhilton.com |
Tru by Hilton is a brand of hotels trademarked by Hilton Worldwide.[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, St. Louis: St. Charles, Missouri, Denver, Portland, Oklahoma City and Nashville markets.[2][7]
References
- ↑ Yu, Hui-Yong (25 January 2016). "Hilton Says New Tru Hotels May Become Company's Biggest Brand". Bloomberg Business. Retrieved 17 March 2016.
- 1 2 Glusac, Elaine (25 January 2016). "New From Hilton: Midpriced Hotels Geared Toward Millennials". The New York Times. Retrieved 17 March 2016.
- ↑ Kell, John (25 January 2016). "Hilton Debuts New Chain to Win Over Millennials". Fortune. Retrieved 17 March 2016.
- 1 2 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.
- ↑ Martin, Hugo (25 January 2016). "Hilton Plans Lower-Cost Brand With Several Hotels, Some in Southern California". Los Angeles Times. Retrieved 17 March 2016.
- ↑ Higley, Jeff (25 January 2016). "Hilton Unveils Tru Brand to Fill Midscale Void". Hotel News Now. Retrieved 17 March 2016.
- 1 2 Stein, Lindsay (25 January 2016). "Hilton Introduces New Hotel Brand With Millennial Mindset". Advertising Age. Retrieved 17 March 2016.
- ↑ Downey, Sean (28 January 2016). "'Tru' Story on Hilton's Newest Brand". Lodging Magazine. Retrieved 17 March 2016.
- ↑ Steele, Anne (25 January 2016). "Hilton to Offer Value Brand Aimed at Younger Guests". The Wall Street Journal. Retrieved 17 March 2016.
- ↑ Bubny, Paul (25 January 2016). "Hilton Aims at Midscale 'Gap' With New Brand". GlobeSt. Retrieved 17 March 2016.
