Hilton reveals new hotel brand Tru


AS we wrote in our Overheard column on Monday – Hilton Worldwide to launch 13th brand – the chain has now revealed its Tru colours with the announcement of a new midscale, lifestyle hotel brand.

The first Tru by Hilton property will open by end-2016 in the US with a total of 102 hotels already signed and an additional 30 hotels in various stages of approval in cities including Atlanta, Dallas, Houston, Chicago, Denver, Portland and Nashville.

Features of the hotel concept include The Hive, a shared-space lobby that allow guests to lounge, work, eat and play. The front desk, termed the Command Center, will have a wall that displays real-time social media feeds, and offer snacks, refreshments, alcohol and other sundries for purchase.


A rendering of The Hive

Rooms are equipped with platform beds, 55-inch TVs, spacious bathrooms, plentiful power points and complimentary WiFi. Mobile check-in and digital keys are also available as an added convenience on the Hilton HHonors smartphone app.

Meanwhile, complimentary breakfast comes in the form of a toppings bar where 30 sweet and savoury items are at the guests’ disposal to create their own type of bagel, donut, yogurt or oatmeal.

“More than 40 per cent of all US 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,” commented 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 travellers and anticipating the needs of tomorrow’s guests, while delivering a hotel that’s a place travellers will want to go to rather than just through.”

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