Hilton Worldwide unveiled Tru by Hilton, filling a void in the midscale category. Hilton Worldwide currently has 102 hotels signed and an additional 30 hotels in various stages of approval in cities including Atlanta, Dallas, Houston, Chicago, Denver, Portland and Nashville.
“We are 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,” Nassetta added.
The brand is expected to appeal to a broad range of travellers, but focuses mainly on the youth.