Hilton Worldwide today unveiled Tru by Hilton, a new midscale brand that the company describes as “simplified, spirited and grounded in value”.
One hundred and two hotels under the affordable, youthful brand have been signed for several locations throughout the US, and another 30 properties are at various stages of approval.
Hilton Worldwide president and CEO, Christopher J. Nassetta commented: “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.
“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.”
Tru by Hilton features include:
- The Hive – a lobby concept with 2,770 sq-ft of open space with four distinct zones for lounging, working, eating or playing.
- The Play Zone – an area with table games, a large-screen TV and tiered, stadium-inspired seating.
- A centrally located Command Centre – a new front desk concept featuring a social media wall with real-time content to foster engagement among guests, and a 24/7 market offering fun snacks and refreshments, single-serve alcoholic beverages, healthy light meal options and sundries for purchase.
- A complimentary build your own breakfast consisting of a toppings bar with 30 sweet and savory items allowing guests to customise bagels, donuts, Greek yogurt and oatmeal
- A fitness centre, which according to Hilton, “defines wellness trends, rather than follows them”, with a concept focused on cardio, strength and flexibility.
The hotel rooms will be smart and efficiently designed with platform beds, 55″ TVs, eight-foot wide windows, multiple plug points, and spacious bathrooms.
The latest technology will be a central focus, with complimentary Wi-Fi allowing guests to download and stream content on their own devices.
Plentiful power sources, mobile check-in and room selection, and a digital key will also be available through the HHonors mobile app.
The Tru by Hilton brand has collaborated with American satellite television provider, DirectTV, which offers guests more than 150 channels.
“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 Hilton Worldwide executive vice president, Jim Holthouser.
“We’re breaking through the clutter of undistinguished offerings to capture the hearts of today’s travellers and anticipating the needs of tomorrow’s guests, while delivering a hotel travellers 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 US.