Tru by Hilton

Tru by Hilton is a brand of hotels trademarked by Hilton Worldwide.[2][3][4] The hotel brand was announced in January 2016 at the Americas Lodging Investment Summit in Los Angeles. It was designed to compete against Comfort Inn and La Quinta,[5] and the first Tru by Hilton hotels were expected to open late in the same year.[6] The goal was to create rooms of 228 square feet with "clever" bathrooms. The brand uses platform beds instead of box springs and uses a landing zone where guests can place their luggage and hang their clothes rather than a dresser. Hilton realized that they could shrink the width of the room from the typical 12 feet to 10 feet because typically the TV cabinet would take up 2 feet, but with flat screen TV's the space could be spared. The desk that was decided to be used is a portable chair attached to a table allowing the guest to use the chair wherever they want in the room.[7] As of December 31, 2019, it has 116 properties with 11,203 rooms in two countries and territories, all franchised.[1]

For the parent company, see Hilton Worldwide.
Tru by Hilton
TypeFranchise
IndustryHospitality
FoundedJanuary 2016 (2016-01)
FounderHilton Worldwide
Headquarters
McLean, Virginia
,
United States
Number of locations
116 (December 31, 2019)[1]
ParentHilton Worldwide
Websitewww.trubyhilton.com

Operations

Tru by Hilton will operate as a franchise, under Hilton. When the launch of the new brand was announced, Tru by Hilton had already signed over 100 franchise agreements.[8][9] The brand will occupy the mid-scale hotel market.[10] 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.[5] The front desk, called the Command Center, will also have a social media wall to engage guests.[11]

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.[12] 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, Cheyenne, WY, Dallas, Houston, Chicago, St. Louis: St. Charles, Missouri, Denver, Portland, Boise, ID,[13] Oklahoma City and Nashville markets.[3][9]

New hotel under brand is planned for construction at Acadia First Nation in Yarmouth, NS [14]

References
  1. "Inline XBRL Viewer". www.sec.gov. Retrieved 2020-08-19.
  2. Yu, Hui-Yong (25 January 2016). "Hilton Says New Tru Hotels May Become Company's Biggest Brand". Bloomberg Business. Retrieved 17 March 2016.
  3. Glusac, Elaine (25 January 2016). "New From Hilton: Midpriced Hotels Geared Toward Millennials". The New York Times. Retrieved 17 March 2016.
  4. Kell, John (25 January 2016). "Hilton Debuts New Chain to Win Over Millennials". Fortune. Retrieved 17 March 2016.
  5. 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.
  6. Martin, Hugo (25 January 2016). "Hilton Plans Lower-Cost Brand With Several Hotels, Some in Southern California". Los Angeles Times. Retrieved 17 March 2016.
  7. Fox, Jena Tesse (19 Dec 2016). "Tru story: How Hilton brought its newest brand to life". Hotel Management. 231 (17): 8.
  8. Higley, Jeff (25 January 2016). "Hilton Unveils Tru Brand to Fill Midscale Void". Hotel News Now. Retrieved 17 March 2016.
  9. Stein, Lindsay (25 January 2016). "Hilton Introduces New Hotel Brand With Millennial Mindset". Advertising Age. Retrieved 17 March 2016.
  10. Downey, Sean (28 January 2016). "'Tru' Story on Hilton's Newest Brand". Lodging Magazine. Retrieved 17 March 2016.
  11. Steele, Anne (25 January 2016). "Hilton to Offer Value Brand Aimed at Younger Guests". The Wall Street Journal. Retrieved 17 March 2016.
  12. Bubny, Paul (25 January 2016). "Hilton Aims at Midscale 'Gap' With New Brand". GlobeSt. Retrieved 17 March 2016.
  13. Staff, IBR (22 March 2017). "Tru by Hilton breaks ground on Eagle Road in Meridian". idahobusinessreview.com. Retrieved 18 April 2018.
  14. "Tru by Hilton planned for Acadia First Nation in Yarmouth, NS". www.thevanguard.ca. 13 April 2019. Retrieved 13 April 2019.


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