Tru by Hilton

Tru by Hilton
Franchise
Industry Hospitality
Founded January 2016
Founder Hilton Inc.
Headquarters McLean, Virginia, U.S.
Parent Hilton Inc.
Website www.trubyhilton.com

Tru by Hilton is a brand of hotels trademarked by Hilton Worldwide.[1][2][3] The hotel brand was announced in January 2016 at the Americas Lodging Investment Summit in Los Angeles designed to compete against Comfort Inn and La Quinta.[4] The first Tru by Hilton hotels are expected to open in late 2016.[5] 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.[6]

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.[7][8] The brand will occupy the mid-scale hotel market.[9] 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.[4] The front desk, called the Command Center, will also have a social media wall to engage guests.[10]

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.[11] 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, Idaho,[12] Oklahoma City and Nashville markets.[2][8]

References

  1. ↑ Yu, Hui-Yong (25 January 2016). "Hilton Says New Tru Hotels May Become Company's Biggest Brand". Bloomberg Business. Retrieved 17 March 2016.
  2. 1 2 Glusac, Elaine (25 January 2016). "New From Hilton: Midpriced Hotels Geared Toward Millennials". The New York Times. Retrieved 17 March 2016.
  3. ↑ Kell, John (25 January 2016). "Hilton Debuts New Chain to Win Over Millennials". Fortune. Retrieved 17 March 2016.
  4. 1 2 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.
  5. ↑ Martin, Hugo (25 January 2016). "Hilton Plans Lower-Cost Brand With Several Hotels, Some in Southern California". Los Angeles Times. Retrieved 17 March 2016.
  6. ↑ Fox, Jena Tesse (19 Dec 2016). "Tru story: How Hilton brought its newest brand to life.". Hotel Management. 231 (17): 8.
  7. ↑ Higley, Jeff (25 January 2016). "Hilton Unveils Tru Brand to Fill Midscale Void". Hotel News Now. Retrieved 17 March 2016.
  8. 1 2 Stein, Lindsay (25 January 2016). "Hilton Introduces New Hotel Brand With Millennial Mindset". Advertising Age. Retrieved 17 March 2016.
  9. ↑ Downey, Sean (28 January 2016). "'Tru' Story on Hilton's Newest Brand". Lodging Magazine. Retrieved 17 March 2016.
  10. ↑ Steele, Anne (25 January 2016). "Hilton to Offer Value Brand Aimed at Younger Guests". The Wall Street Journal. Retrieved 17 March 2016.
  11. ↑ Bubny, Paul (25 January 2016). "Hilton Aims at Midscale 'Gap' With New Brand". GlobeSt. Retrieved 17 March 2016.
  12. ↑ http://idahobusinessreview.com/2017/03/22/tru-by-hilton-breaks-ground-on-eagle-road-in-meridian/
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