Hilton Worldwide unveiled what it called a "simplified brand" filling a perceived void in the midscale hotel category in the U.S. and Canada. The company already has 102 hotels committed to operate under the new Tru by Hilton flag, with an additional 30 hotels in various stages of approval in cities including Atlanta, Dallas, Houston, Chicago, Denver, Portland and Nashville.
The first Tru by Hilton is expected to open late this year.
"More than 40% of all U.S. hotel stays are within the midscale and economy sectors," which the Tru by Hilton brand is intended to target by appealing to a "youthful mindset demographic" by combining quality and value, said Jim Holthouser, executive vice president, global brands, Hilton Worldwide.
Tru by Hilton’s prototype was designed to be scalable from 80 rooms to 150 rooms and fit on two-acre sites in both urban and suburban sites near highway and airport locations. The prototype is also adaptable to dual-branded hotels.
To ensure brand consistency, Hilton said most of the new Tru hotels will be new construction, although some adaptive reuse or conversions may be considered.