Hilton unveils new brand - Tru by Hilton

A press release described Tru by Hilton as a brand that is simplified, spirited and grounded in value - and one that also fills a massive void in the midscale category in the U.S. and Canada. The concept is designed to be easily scalable to fit urban, suburban, highway and airport adjacent locations.

CGI of hotel exterior "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," said Christopher J. Nassetta, president and CEO, Hilton Worldwide. "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 infographic The vibrant new brand already has 102 hotels signed and an additional 30 hotels in various stages of development. With a focus on innovation and efficiency, Tru by Hilton targets millennials with “a youthful energy, a zest for life and a desire for human connection.” "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 Jim Holthouser, executive vice president, global brands, Hilton Worldwide

Lobby Tru by Hilton's innovative features include The Play Zone, filled with table games, a large-screen TV and stadium-inspired seating; and a complimentary "Build Your Own" breakfast. Properties will also offer a fitness centre and complimentary Wi-Fi. The first Tru by Hilton hotel is expected to open by the end of 2016 in the U.S.

'Build Your Own' breakfast